Re-engage Your Audience with Remarketing in Google Analytics

Remarketing (or, retargeting) is a tactic that many marketers have leveraged for some time now, and by this point all of us have probably at one point or another been “stalked” by ads from the likes of Zappos, Amazon and many others. Remarketing can be a very cost-effective, targeted way to reach people who you know have visited your site in the past, but any time people equate marketing tactics with stalking there’s cause for concern. In his talk at this year’s GACP Summit Dan Stone shared some thoughts on improved ways for advertisers to leverage retargeting. Remarketing is turning into an always-on tactic. Multiple touchpoints across multiple devices means that consumer behavior is becoming much more complex, and this in turn means that marketers have to start thinking more strategically about how and when to leverage remarketing as part of their online marketing activities. Stone says there’s three steps to doing this right: – Target the right user – Show the most relevant content – Deliver the right message at the right time, with the right context Who Should You Target with Remarketing? The key to a successful remarketing campaign comes down to segmentation. The more specifically you can define your segments, the better chances you have of tailoring a message that is relevant to that segment. So if you’re thinking about remarketing, make sure that you know what customers segments exist in your business. What Creative Messaging Should You Use When Remarketing? Now that you’ve identified your customer segments, your next task is to make sure that you’re serving them messaging that is relevant and targeted to... read more

Google Analytics Product Roadmap: New Enhanced Ecommerce Beta

It’s that time of the year again – the annual Google Analytics Certified Partner Summit! This year, the theme of the Summit is Data in Action. One of many new product announcements made at the Summit includes a new Enhanced Ecommerce Beta. This is complete revamping of how Google measures ecommerce. Businesses can now gain clear insights into new important metrics about shopper behavior and conversion including: Product detail views ‘Add to cart’ actions Internal campaign clicks The success of internal and external merchandising/marketing efforts such as coupons and promotions The checkout process Purchase Merchants will now be able to understand how shoppers progress in the buying process and where they are dropping out of the sales funnel.   In addition with the release of the product data import feature, the amount of data that is pushed in through the Google Tag Manager (GTM) datalayer can be reduced, in fact, only the Product ID needs to be pushed. Google will automatically match the Product ID up with the uploaded product data in Google Analytics (GA)... read more

Google Analytics: What If Over 90% of Your Website Visitors Didn’t Convert?

Truth: A vast majority of your website visitors won’t convert, or won’t take some action of economic value on your site. False: These are lost leads or lost customers. The answer–remarketing. Google Analytics Remarketing allows you to re-target to the right visitors, at the right time, with the right message, after they’ve visited your website. And the remarketing list combinations in GA are limitless. What pages did they view and how engaged were they? What specific products did they view but didn’t purchase? Are customers purchasing only certain types of products which may present cross-sell or up-sell opportunities? Are certain products with higher margins not being purchased which may present an opportunity to offer a richer incentive to prospects? All these questions represent unique opportunities to set up remarketing lists and deliver relevant, targeted ads to customized lists of audiences. Below are a few best practices to consider when setting up your remarketing campaigns: 1) Use the All Visitors List–if you’re targeting only 10% of your list, what about the remaining 90%? Be sure that your efforts are material, not just targeting the right audiences. 2) Segment Your Visitors. Set up custom lists that are appropriately segmented to your audiences, so that they receive targeted and relevant ads. If widget A is sold, does that audience that converted and purchased widget A present a cross-sell or up-sell opportunity? 3) Be sure to activate your list! Just because your list is set up in Google Analytics doesn’t mean it’s being used and it’s activated. For more help with remarketing or any other Google Analytics features, please contact your Account Manager... read more

2013 Google Analytics Summit – Access. Empower. Act.

In the opening presentation, Paul Muret (Vice President of Engineering at Google Analytics) described the analytics framework employed by Google that drove the 70+ innovative updates in 2013. Google stressed that the pace of improvements will only increase in 2014 – they delivered immediately by unveiling 14 new updates to the data driven world over the next 45 minutes. The updates were categorized into the three key areas highlighted in the theme: Access – Connecting the right data to the right people This means making it easy to install and manage Tags to collect our data The biggest update was in Google Tag Manager – Automation of Event tracking without touching the html Other notable updates discussed the turnkey options now available to merge tracking Universal Analytics and Google Analytics Classic Empower – Empower all members of an organization to contribute to the analysis of the data Data visualization, report configurations and user interface updates to advanced segmentation have all seen significant improvements Help videos will now be made available on all future updates Google Academy launch will make GA more familiar not only to analysts but also to business users Act – Drive the organization forward by taking action on these insights Google has been making some interesting references to two types of improvements Aggregate – one off optimizations that have an effect site-wide Automate – continuous automated optimizations- typically via mass customization (right message at the right time to the right visitor) Stay tuned to our blog for more updates from the 2013 Google Analytics... read more

2013 Google Analytics Certified Partner Summit – Demographic Data in GA

Google Analytics will be rolling out a more user friendly drag and drop feature for enhanced segmentation. Now you can easily utilize a brand new segmentation tool to make insights with your data in Google Analytics. Drag and drop multiple segments at once and let the data roll. As a Google Analytics Certified Partner and Trusted Tester, we have had the opportunity to test this tool for the past several months, and it is a welcome upgrade from the existing Advanced Segment feature. Couple this with a brand new integration of demographic data and you have an entirely new set of insights that are increasingly powerful. The new Audience Data and Reporting available in Google Analytics will provide dedicated audience reporting and a powerful picture of the demographics of your users. This includes demographics such as age range, gender and a huge list of interests that your users have, based on the Google Display Network (GDN). But it doesn’t end there–this reporting is available throughout GA–not just through a single, specific report. Make informed decisions based on your users’ behaviors, and their demographics. Know what your users are doing, and who they... read more

Google Analytics: Bing Bot Issue

For many of you who utilize Bing as part of your search marketing strategy, you may have noticed a spike in traffic and high-bounce visits from Bing paid search in August.   We have investigated this, and have determined that it was caused by Bing robots that were not automatically filtered out by Google.   If you are experiencing this issue, there are two solutions to implement:   1) Add a profile filter to exclude future traffic from Bing bots (as well as other bots) that GA may miss – for our current clients, we have already implemented this   2) Add an advanced segment for analyzing traffic excluding these bots – this will allow you to filter them out in historical analyses   If you need assistance with either or both of the items above, contact us at 866-897-MKTG or use the form at the right and we’ll let you know how we can help.   Yusuke on... read more

Google Analytics: UI Compatibility Update

The Google Analytics team recently announced that the Google Analytics user interface will no longer be officially compatible with Internet Explorer 8 (IE8) at the end of the year. This means that while you can still continue to use IE8 to view Google Analytics reports moving forward, some features may not work properly. They decided to make this decision based on similar moves by the AdWords and Google Apps teams, as well as Microsoft itself dropping support for IE8 in their Office 365 and Office 2013 products. If you have any questions about this update or any other Google Analytics questions, please feel free to reach out to us at 866-897-MKTG or use the contact form on the right.   Yusuke on... read more

Online Ratings Affect User Judgement

In a great study in MIT News, evidence suggests that exposure to online ratings could matter more than you think –and even if you think it doesn’t matter to you. In our Client work optimizing organic search results, we’re finding new connections between Google use of online reviews in SERP results, and our data and experience would suggest that user reviews are driving preference in the organic listing a user chooses when clicking. Here’s a link to the study from MIT. Let us know what your experience is and what you think in your... read more

New Feature in Google Analytics Premium

For users of Google Analytics Premium, and those considering GA Premium, here’s a quick update on a new feature we like. This new update allows you to customize the columns (metrics) that are displayed, order in which they are displayed and label group they are part of. Report customization works on a per report basis. This gives you the ability to tweak standard reports yet you don’t need to create a custom report. Most users will find this pretty neat and useful. Using it is rather easy. Go to the “Create new group” link to launch the report customization editor, select the metrics you would like to appear, give your new metric group a name and save it. That’s it. Google Analytics Premium reporting notched up a nice little enhancement here. Try it and let us know what you think. Have questions on Google Analytics Premium, please let us know, we’re here to... read more

Google Analytics: Update to Mobile Reporting

As a web analyst here at Endai, one of the biggest issues I’ve had with mobile reporting in Google Analytics is the fact that it would lump smartphones and tablets into one category. We could see the breakdown, however it involved the creation of a custom Advanced Segment. On top of that, the report was shown as either “Mobile Yes” or “Mobile No”, which is logical but confusing to many. Well, looks like the Google Analytics team have finally decided to make this reporting easier with a change that was just pushed live. Now, when you go to the Mobile Overview report under “Audience”, the column heading has been changed to “Device Category” and now provides a breakdown of desktop, mobile (smartphones) and tablet.     The engineers at Google Analytics are constantly making improvements to the interface and reporting, and as a Google Analytics Certified Partner, we are always one of the first ones to know about these kind of changes. If you have any questions or need help with any Google Analytics issues, please contact us using the form on the right or call us at 866-897-MKTG. Yusuke on... read more

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