Using a permanent URL to share Custom Attribution Models & Custom Channel Groupings

The need to customize and fine-tune your marketing measurement solutions becomes a key discriminator in unlocking additional value which might have been missed when applying out-of-the-box views on your data. For this reason, the Multi-Channel Funnel Analysis within Google Analytics Attribution provides the ability to configure content based channel groupings, as well as customized attribution models. This allows you to better reflect how partial credit is assigned to the marketing efforts driving your conversions. Having the ability to develop these customized assets is great, and now you are able to easily share them with your organization, your customers, or your audience. Here is how sharing a custom channel grouping, or custom attribution model works: 

Step 1 - Build a Custom Attribution Model
Building a custom model is easy. Just go to the Model Comparison Tool report in the Attribution Section of Conversions. In the model picker you can select ‘Create new custom model’, which opens the dialog to specify rules which can better reflect the value of marketing serving your specific business model. As an example, we can develop a model to value impressions preceding a site visit higher within a 24 hour time window. We also set the relevant lookback window to 60 days, as we know our most valuable users have longer decision and decide cycles:

Click image for full-sized version
Ensure you opt-in the Impression Integration, enabling Google Display Network Impressions and Rich-Media interactions to be automatically added to your path data through the AdWords linking. Don’t forget to also check out the recorded webinar from Bill Kee, Product Management Lead for Attribution, providing more details on how to create a custom model.

Step 2 - Access the Model in Personal Tools & Assets Section
In the admin section you can now look at your personal tools & assets. The newly created model will show up in the ‘Attribution Models’ section. You can find custom channel groupings you created under Channel Groupings.

The table shows all assets available, and a drop-down allows you to ‘share’ these assets through a link.

Step 3 - Share the Link - Done!
From the drop-down Actions menu select ‘Share’, and a permanent link to the configuration of this object is generated. This link will point to the configuration of the shared asset, allowing anyone with a GA implementation and the link to make a copy of the asset config, and save it into their instance of GA. You maintain complete control over who you share your assets with. 

Include the link to your brand-new attribution model asset in an email, IM message, or even a Blog Post, such as this one.

Happy Customizing!

Posted by Stefan F. Schnabl, Product Manager, Google Analytics

No Code Required: Auto-Event Tracking with Google Tag Manager

We’re excited to announce that Google Tag Manager has publicly launched Auto-Event Tracking, which lets you measure events happening on the page without writing HTML or Javascript. Those of you measuring events in Tag Manager today will already have minds racing with the possibilities - skip ahead to the screenshot. Everyone else, read on.

As sites become more dynamic and want to understand users’ site experiences in more detail, business owners need to know more: how long are visitors staying on a particular page? How are they interacting with interactive elements like image carousels? How many are clicking the Contact Me button? How many are clicking outbound links? Increasingly, site analytics are incomplete without answers to questions like these.

Unfortunately, until now, answering these questions required adding custom Javascript code to your website to tell Google Analytics when the event occurred. Google Tag Manager users also needed to modify the HTML of each page where they wanted to track an event. That means every time you want to track something new, or change the way you track something, you need to modify site code directly (or, in some cases, ask another colleague to do it for you.) And slower deployment of measurement campaigns directly impacts your ROI.

With Google Tag Manager’s launch of Auto-Event Tracking, we’re excited to announce a solution that provides the power of event tracking without needing to write code. By using the new Event Listener tag, you can tell Tag Manager when you want to listen for events, and then write detailed rules for what to do when an event happens. See an example of listening for form submits here:

Once you have your event listener set up, you can have tags fire based on form submits using a rule that looks for the event gtm.formSubmit. (Of course, Tag Manager supports more than form submits: it also includes clicks and timer events.) You can also make sure you’re getting the right form by using our Auto-Event Variable macros that let you narrow things down with attributes like the element ID and the form target.

The end result: you can deploy event tracking to your site and send event tracking data to Google Analytics without adding any code to your site. You can deploy measurement campaigns faster, and not writing custom code makes your solutions more robust.

Of course, it’s easiest to see the whole picture by walking through a full example. Check out the following resources for more:
We’re looking forward to getting your feedback - let us know what you think!

Posted by Lukas Bergstrom, Google Tag Manager PM

Browsing, Sharing and Importing Analytics Insights Now Just A Click Away

Earlier this year, we announced the Google Analytics Solution Gallery with a collection of custom reports, segments and dashboards selected by our team to help new users get started. Today we are excited to open the platform to the public and allow any of our millions of users across the globe to share their favorite insights via the revamped Google Analytics Solutions Gallery

In addition to opening the platform for public submissions, we have also worked to integrate the browse, import and share functionality directly into your account via “Share” and “Import” buttons. So whether you are using your favorite dashboard to get a quick view of your site performance or working to set up a new segment, sharing and importing via the Solutions Gallery is just a click away. 

The gallery currently enables you to browse, share and import Segments, Custom Reports, Dashboards and Bundles of up to 20 perma-linkable templates. More information on how to do so is available in our help center

In the future, we look forward to enabling the seamless sharing and importation of everything from filters to attribution models, to custom channel groupings so keep an eye out for developments in this space and let us know what you think are the most important things to share in the comments!

Posted by Joshua Knox, Google Analytics team

New Acquisitions Reporting & Channels Shows A More Complete Picture Of Your Users & Marketing

Traffic sources in Google Analytics contains some of the most popular reports in our product and are accessed daily by millions of users. That’s why we’ve been thinking about how to evolve these reports to better present your key metrics and give you a broader view of your business. 

We know how important these reports are to you, and so we’re pleased to announce the launch of the new Acquisition reports which provide a window on your users’ Acquisition-Behavior-Conversion (ABC) cycle: how you acquire users, their behavior on your site after acquisition, and their conversion patterns. We conducted robust testing with users and saw that this setup was better for several reasons, including providing a better flow for analysis, more customization and well organized metrics.

The new Acquisitions will replace the ‘Traffic’ Sources’ section on the left hand navigation.

New reporting in acquisitions
As part of the new acquisitions we are also introducing two new reports:
  • Acquisition Overview quick summary view of traffic acquisition
  • Channels Report detailed view on a per channel basis
A more intuitive Overview report
The new overview report in the acquisition section is designed to provide you with a end to end view of how your business is operating giving you insights into how you are acquiring users, how they behave and who converts. By default, the Overview report shows you relative performance broken down by acquisition channels (more on that below). Use this report to get a quick look at:
  • Which channels acquire the most users
  • Which channels acquire users who engage most with your site
  • Which channels acquire users who result in the most conversions
Introducing channels 
Channels allow you to view your traffic acquisition at a higher level of granularity, allowing you to group similar sources using rules into logical buckets we call channels. By default all users will be pre-setup with eight channels; you can choose to customize and add more at anytime.

Channels are now a first class entity in all of analytics and will be made available in custom reports and the API soon. They are also shared across users of the same profile.

Editing the Channels
You can edit the Channels to define new channels, remove existing channels, and change channel definitions. The default Channel Grouping uses system-generated definitions for each channel. For example:
  • System Defined Channel exactly matches Direct
  • System Defined Channel exactly matches Referral
The system definitions are proprietary, and reflect Analytics’ current view of what constitutes each channel. While you cannot edit any of the system definitions, you can configure new rules to define a channel. For example, you can change the definition of the Social channel:

System Defined Channel exactly matches Social
Source contains|

The updated reports will be gradually rolling out to all users starting today. We look forward to providing a cleaner, more intuitive experience for you and better analysis of Acquisitions.

We're thrilled with the response from users so far. Here's what Caleb Whitmore, Founder & CEO of Analytics Pros (a Google Analytics Certified Partner) had to say:
"The new Acquisition, Behavior, Conversion approach sharpens the focus for digital analysts on what matters most: how potential customers are acquired, how they behave, what their experience consists of, and last but not least, the outcomes from those behaviors - conversions.  We will benefit from the streamlined architecture and the enhanced focus on data that matters afforded by this addition to Google Analytics."
Posted by Nikhil Roy, Google Analytics Team

See the Full Picture of Your Users in Google Play with Google Analytics for Mobile Apps

We recently re-imagined in-app analytics from the ground up, speaking the language that matters to app developers and marketers. Since launch, the insights provided by Google Analytics for Mobile Apps are already helping hundreds of thousands of app developers and marketers create more successful Android and iOS apps and experiences by measuring metrics at all stages: acquisition, behavior and conversions. 

As a follow-up from this week’s Summit, today we’re excited to announce that the integration between Google Analytics and Google Play, previewed at I/O 2013, is now available to all users! This is especially exciting for app developers and marketers because it’s the first time - and only way - to get a holistic view of the Play acquisition funnel in one easy to understand report.

The data sources you’ll be able to see include:

Google Play traffic sources: discover how marketing campaigns and search are driving installs and new users. The Google Play Referral Flow will help you refine your app marketing mix in order to focus on those campaigns and programs which are working to bring the highest quality traffic. 

Views on Google Play: understand how your app is being viewed on Google Play as the result of campaigns and search. Your description, screenshots and other content are what’s going to drive new users to install.

Installs: installs shows the number of users for each referral who actually clicked the install link for your app on Google Play. Comparing installs to views for each referral shows you if your app description and screenshots are leading to conversions. Highlight through each source further up the funnel and determine which are successful at driving downloads. 

New users: beyond installs, new users shows you how many active users actually launch your application after it’s installed. This is a key metric to see even beyond installs, reported from the Google Analytics Services SDK. Tracing the path up the funnel shows you clearly which sources don’t just account for those installing your app, but which lead to passionate users who spend time with your app leading to in-app conversions

As these reports are using flow visualization, you can also select any path you wish to analyze further which will highlight that path and present useful data points along the funnel such as drop off rate. 

To start using the Google Play Referral Flow Report, you need to simply link your Google Analytics Property to your Android app in Google Play. Linking to your app takes only seconds. 

The collaboration between Google Analytics and Google Play doesn’t end there! By linking your Analytics property to your Android app, key Google Analytics engagement metrics from your default profile will now appear inside the Google Play Developer Console. This two-way integration gives you instant access to the in-store and in-app metrics of record in whichever Google product you use. Read more on the Android Developers Blog.

These powerful new features from Google Analytics and Google Play take mobile app analytics to the next level.   

Happy Analyzing!

Posted by Russell Ketchum, Lead Product Manager, Google Analytics for Mobile Apps

New Features In Google Analytics Content Experiments Platform

Analyzing data to gain insights into your business and marketing efficacy is just step one. Taking action on that data is the all too important next step. The Google Analytics team continues its focus on making analytics actionable with the latest additions to the Content Experiments Platform. Together, these new features make Google Analytics A/B testing engine more powerful than ever!

Google Analytics users who have linked their accounts to AdSense can now select AdSense Revenue as an experiment objective. Once set, Google Analytics Multi Armed Bandit optimization algorithms will shift traffic among the experimental variations to achieve maximum revenue in the shortest amount of time. This feature has been a top request among AdSense publishers and Google Analytics is excited to provide a tool to further empower our publisher ecosystem.  

For our most sophisticated Content Experiments users, we’ve added an advanced option to allow even traffic distribution across all experiment variations. Using this feature bypasses the programmatic optimization that Google Analytics provides so it isn’t right for everyone. If you have an experiment objective that can’t be entirely captured by a Content Experiment objective, then this new feature might be right for you.

Learn more about the Content Experiments Platform and the Content Experiments API.

Posted by Russell Ketchum, Google Analytics Product Manager

Updates on Analytics Access Controls

We want to share an exciting update to the earlier post about the new Analytics access controls. 

As we mentioned in that earlier post, we have built a more powerful access-control system to help you better manage who on your team can access what entities in your Analytics accounts. These access controls are now enabled on all Analytics accounts.

The feedback from our early users highlighted a clear need to let report viewers collaborate with teammates, and in response we created the new Collaborate permission that lets users not only create but also edit shared assets like dashboards and annotations.

Open the Admin page for your Analytics account, and click User Management.

You can see the new Collaborate permission listed along with the others.

Learn more about our new access-control system, and gain more precise control over your Analytics accounts.

Posted By Tim Thelin and Matt Matyas, Google Analytics Team

Bid Adjustment Reporting in Google Analytics

Our constantly connected world presents a great opportunity for marketers to be more effective and relevant to customers by optimizing for context -- device, location and time. Earlier this year, we launched enhanced campaigns to help advertisers take advantage of these new opportunities and manage their ad campaigns more effectively. Bid adjustments make it easy to raise or lower your bids based on user context.

To help you optimize your bid adjustments, we're introducing bid adjustment reporting in Google Analytics, allowing you to analyze performance for each of your bid adjustments across devices, locations, and time of day. You can access the new report by going to Traffic Sources > Advertising >AdWords and clicking the Bid Adjustments link.

With the new Bid Adjustments report, you can take advantage of the full range of visitor metrics available in Google Analytics to optimize your bid adjustments. This provides a window into your users’ behavior, allowing you to optimize bid adjustments based on behavior & goal conversion data like bounce rate and time-on-site.

In addition, with Ecommerce tracking enabled in GA, you can now use this data to fine-tune your bid adjustments in AdWords based on the actual revenue generated, instead of conversions. This means you can optimize for ROI instead of CPA goals.

A quick example illustrates this (illustrated in the above screenshot). Imagine a hotel chain has set Time bid adjustments of +20% on Saturday and Sunday after observing a better ROI on those days. Using this new report in GA, the hotel chain now observes that their ROI on Sundays is actually higher than on other days of the week. The hotel chain's analyst finds that customers book more expensive rooms and longer stays on Sundays. Using this information, the hotel chain increases its existing Time bid adjustment for Sundays.

This new bid adjustment report is available in all Analytics accounts that are linked to AdWords. We recently made it much easier to link your accounts, so now is a great time to do so if you haven’t already. 

Posted by Nikhil Roy, Product Manager, Google Analytics Team

Re-imagining Segmentation In Analytics To Help You Make Better Decisions, Faster

One of the most popular and powerful features in Google Analytics is Advanced Segmentation. It lets you isolate and analyze subsets of your traffic. You can select from predefined segments such as "Paid Traffic" and "Visits with Conversions" or create your own segments with a flexible, easy-to-use segment builder. Then, you can apply one or more of these segments to current or historical data, and even compare segment performance side by side in reports. 

We’ve recently re-imagined segmentation to make it even easier for new Analytics users, yet also more powerful for seasoned analysts and marketers.

Some of the key updated features include: 

User segmentation
Previously, advanced segments were based on visits. With the new segment, a new option is provided to create user segment. In a user segment, all visits of the users who fit the segment criterias will be selected (such as specific demographics or behaviors). It will be a useful technique when you need to perform user level analysis. 

When you are using a segment template, the text below the template name tells you which kind of segment you are building. When you are creating a segment from advanced ‘conditions’ and ‘sequences’, you can choose to create visits or user segments or even a combination of both. 

Cohort analysis
Measuring users in cohorts provides benefits in the consistency of analysis, and is a technique well applied in the offline world. It helps analyze the long-term benefit of specific groups of customers (for example, customers who first visited within a specified timeframe).

Sequence segment
Sequence segments provide an easy way to segment users based on a series of on site behaviors. For example, customers who started on a specific landing page, visited some particular pages and ended up converting.  User sequences now provide you with capability to define a sequence across multiple visits.

Segment templates
You can always build your segments from scratch, but for most common use cases, building segments from templates will be an easier choice. We have provided 6 templates as ‘Demographics’, ‘Technology’, ‘Behavior’, ‘Data of First Visit’, ‘Traffic Sources’ and ‘E-commerce’ for you to start with. You can combine the configuration in multiple templates to build a segment. 

Fully refreshed new UI
As seen above, the newly refreshed UI makes segmentation simple and makes this powerful feature even more useful. The new segment card design promotes segmentation as a critical analytics technique with better visibility and readability. For users maintaining a fair number of segments, new features are provided to filter, sort and search your segments in both grid view and list view.

The new segmentation version will be rolling out to all users over the next couple of months. View our help center article for more details on how to get started and check out our Analytics Evangelist Justin Cutroni’s blog for a post sharing more reasons to get excited about the new segmentation.

Additionally, the below video provides a quick overview:

Posted by Wayne Xu, Google Analytics team

Improving Analytics & AdWords Account Linking

Many businesses advertise to find new customers, and optimizing advertising campaigns to reach the right people will increase marketing effectiveness and ROI. Google Analytics helps marketers achieve this by offering insights into customer behavior on an advertiser’s websites, apps, and other properties. By linking AdWords and Analytics accounts together, these rich insights from Analytics can flow into AdWords.

Today, we’re happy to announce some useful improvements making it easier for Google Analytics and AdWords account owners to link their accounts.

Here are a few specific benefits of combining AdWords and Analytics data:
All of these features depend on linking AdWords and Analytics accounts, and this process is now easier than ever before. Previously, linking accounts involved multiple steps on many pages spread out between two products, and this process has now been consolidated into just a couple steps all in one linking wizard.

Once the new linking process launches to all Analytics accounts in the coming weeks, you’ll be able to create additional links from the Admin section of your Analytics account. (If you’re logged in to your AdWords account, you can also link accounts by going to Tools and Analysis > Google Analytics and following these same instructions.)  Just click AdWords Linking in the Account column, and then click the New link button to start the linking wizard.

To take advantage of simplified account linking, benefit from combining data in both products, and get more out of your marketing campaigns, follow the steps above to link your accounts or learn more in our help center.

Posted by Chris Morgan and Matt Matyas, Google Analytics Team