1-Your teams

2-Chapter 3
3-Google Analytics Demo
4-Tech trends project outline

1
Your Teams

2
Chapter 3:
Analytics

3
 Chapter Objectives
• Select the best KPIs for a website of any variety.
• Determine the most needed improvements for an
eCommerce website based on an analysis of its
conversion funnel.
• Describe the strengths and weaknesses of the
various attribution methods.

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 Audience Selection

Demand Generation

Demand Harvesting

5
 Demand Demand
Generation (top funnel) Harvesting (bottom funnel)

Social media Organic Paid

Posts (Organic Search Search
Social) Ads

Display Affiliate
Ads Links

Social Media Ads

(Paid Social)

Email
Marketing

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Attribution

7
Attribution

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 Attribution
• Last Interaction  measuring a conversion based on the last interaction
(or the last AD that the visitor sees)

• Linear --> each touchpoint in the conversion path gets credit for the
conversion

• First Interaction--> measuring a conversion based on the first touchpoint

of that purchaser

• Time Decay  gives 50% credit to the LAST day and the other 50% is
spread throughout all other days before the last day

Source: https://support.google.com/google-ads/answer/6259715?hl=en 9
 Attribution

Source: https://support.google.com/analytics/answer/1012040

10
 Attribution
• Let’s use the example of a visitor going through
the following conversion path:

• Sees a display ad -> Goes to website -> leaves

website ->
• Sees a remarketing display ad ->Goes to website
-> leaves website ->
• Sees a Facebook remarketing ad -> Goes to
website -> leaves website ->
• Decides now to search for “Ryders Eyewear” on
Google.ca -> Goes to website and buys.

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 Question
• Sees a display ad -> Goes to website -> leaves website ->
• Sees a remarketing display ad ->Goes to website -> leaves website ->
• Sees a Facebook remarketing ad -> Goes to website -> leaves website -
>
• Decides now to search for “Ryders Eyewear” on Google.ca -> Goes to
website and buys.

What type of advertisement is attributed to that

purchase based on the following attribution
models?

• Last Interaction?
• Linear?
• First Interaction? 12
Last Month’s Numbers: Retail Site
Sessions 12,483 • Sessions - # of visitors
Conversions 512 per 30 minute block
Total Revenue $17,541.12
• Conversions (or your
objective such as
leads, emails, etc.)
• Conversion Rate =
conversions / sessions
• AOV = average order
value  Revenue /
Conversion Rate 4.1% Conversions
AOV $34.26
• RPV = Revenue Per
Visitor  Revenue /
RPV $1.41
sessions

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 By Channel: Same Retail Site
Organic
Search Paid Search Direct Display Ads Referral Social Media Email
Sessions 2,129 1,430 141 2,238 4,140 792 1,613
Conversions 72 80 13 55 68 58 166
Total
Revenue $1,492.43 $5,181.94 $445.38 $2,204.44 $2,518.49 $1,377.44 $4,321.00

Organic
Search Paid Search Direct Display Ads Referral Social Media Email
Conversion 3.4% 5.6% 9.2% 2.5% 1.6% 7.3% 10.3%
Rate
AOV $20.73 $64.77 $34.26 $40.08 $37.04 $23.75 $26.03

RPV $0.70 $3.62 $3.16 $0.99 $0.61 $1.74 $2.68

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Last Month’s Numbers: Lead Gen Site
• In a lead gen site, the
conversion is a LEAD
Sessions 722 (not a sale on the
Leads 65 website). Salespeople
New Contracts 28 will follow-up on the
leads generated to
sign new contracts
Conversion Rate 9.0%
(sales)
Close Rate 43.1%

Average Contract Value $550 • RPV = Total Sales /

sessions

RPV $21.33 • 28 new contracts X

Average Contract
Value) / sessions
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 By Channel: Same Lead Gen Site
Organic Social
Search Paid Search Direct Display Ads Referral Media Email
Sessions 126 185 332 0 79 0 0
Leads 3 14 47 0 1 0 0
New Contracts 0 2 26 0 0 0 0

Organic Paid
Search Search Direct Display Ads Referral Social Media Email
Conversion 2.4% 7.6% 14.2% -- 1.3% -- --
Rate
Close Rate 0.0% 14.3% 55.3% -- 0.0% -- --

Average -- $870 $525.38 -- -- -- --

Contract
Value

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Last Month’s Numbers: Media Site

Sessions 36,745
Page Views 94,232
Users 15,931

Average Page Depth 2.56

Average Sessions per User 2.31

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 Conversion Funnel

Rates & Availability 1. What is the conversion rate? 72,498/2,347,892 = 3.09%

2,347,892
2. Calculate each micro-conversion rate along the
Review Itinerary conversion funnel.
367,495 Rates & Availability
2,347,892
367,495/2,347,892 =
Guest Info 15.7%
103,471 Review Itinerary
367,495
103,471/367,495 =
Confirmation 28.1%
72,498 Guest Info
103,471
72,498/103,471 =
Revenue: 70.1%
$23,464,220 Confirmation
Room Nights: 143,285 72,498

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 Conversion Funnel

Rates & Availability 3. What is the average number of nights per

2,347,892 booking?
143,285/72,498 = 1.98
Review Itinerary
367,495 4. What is the average revenue per booking?

$23,464,220/72,498 =
Guest Info $323.65
103,471
5. What is the average revenue per night?
Confirmation $23,464,220/143,285 =
72,498 $163.76

Revenue:
$23,464,220
Room Nights: 143,285

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 Conversion Funnel

Rates & Availability 6. If traffic increased by 10%, how much would revenue
2,347,892 increase? How many more conversions would result?

$23,464,220*1.1 = $25,810,642
Review Itinerary 72,498*.1 = 7,250
367,495
7. If you could increase the percentage of people who arrive
at the Review Itinerary step to 20%, what would the
Guest Info
conversion rate be? How would revenue be affected?
103,471
Review Itinerary: 2,347,892 *.2 = 469,578
Confirmation Guest Info: 469,578*.281 = 132,213
72,498 Confirmation: 132,213*.7007=92,637
Conversion rate: 92,637/2,347,892 = 3.95%

Revenue: $23,464,220 92,637*$323.65 = $29,982,152

Room Nights: 143,285

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 Conversion Funnel

Rates & Availability 8. You believe that if the website offered a 10% discount,
2,347,892 the conversion rate would increase to 3.5%. Would this
increase or decrease revenue? Would it be profitable,
assuming a 50% gross profit margin on bookings (before
Review Itinerary
the 10% discount)?
367,495

Conversions: 2,347,892*3.5% = 82,176

Guest Info
103,471 Revenue per conversion: $323.65*.9 = $291.29
Revenue: $291.29*82,176 = 23,936,947.42

Confirmation
72,498 Gross profit (before): 72,498*($323.65-$161.83) =
$11,732,110
Gross profit (after): 82,176*($291.26-$161.83) =
Revenue: $23,464,220
Room Nights: 143,285 $10,638,643

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 Attendance

Say hi to your team members

Break – 10 minutes

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 Google Analytics & Google Ads
• Google Analytics (GA) is used to measure
statistics of your website

• # of visitors
• Conversion rate
• Locations of your visitors
• A lot of other useful information…

• Google Ads is a platform for advertisers to buy

paid search ads.

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 Google Analytics Demo!

https://analytics.google.com/analytics/web/demo
Account

Google Merchandise Store

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Tech Trend Outline

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 Friday – OLG -
1 X Individual mini-exercise for everyone to do.
Will count towards your participation mark

Find an article (less than 1 year old). This article must be about digital
marketing (an interesting trend).

Summarize the article on 1 single slide (PPT).

Upload the PPT file (week 3 of BrightSpace).

-----------------------------------

Please get ready for next week’s in-person class.

Read the PPT file for chapter 4 & 5 available in the next few days).
 In-class Group exercise
# 1- https://analytics.google.com/analytics/web/demoAccount
You need a Gmail.com email address to access Google Analytics.

# 2-
Select date Jan. 1, 2022 to Dec. 31, 2022
20 Minutes!
(TBD)
# 3-
Tell me up to 10 interesting things you found out from looking at Google
Analytics.

Put all of these things into a 1 to 3 slide PPT file.

# 4-
1 or 3 Teams (TBD) to present verbally – make sure everyone in your team
talks in the presentation (I don’t want 1 or 2 people to say everything)

#5-
Each team to email the PPT file to [email protected] 27
 Next Class

• Chapter 4 and 5 – Search Engine Marketing and

SEO
• Group project Outline

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