Mejorar la vinculación de cuentas de Analytics y AdWords


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Central de ConversionesEl Blog oficial de las herramientas de medición de Google

Hoy estamos felices de anunciar algunas mejoras útiles que facilitan que los dueños de las cuentas de Google Analytics y AdWords vinculen sus cuentas.

Estos son unos beneficios específicos de combinar los datos de AdWords y Analytics:
Todas estas características dependen de la vinculación de las cuentas de AdWords y Analytics, y este proceso es más fácil que antes. Anteriormente, vincular las cuentas implicaba varios pasos en muchas páginas dispersas entre dos productos, y este proceso ahora se ha consolidado en unos cuantos pasos en un asistente de vinculación.

Una vez que el nuevo proceso de vinculación se lance en todas las cuentas de Analytics en las semanas venideras, podrás crear vínculos adicionales desde la sección de Administración de tu cuenta de Analytics. (Si iniciaste sesión en tu cuenta de AdWords, también puedes vincular las cuentas al ir a Tools and Analysis > Google Analytics [Herramientas y análisis > Google Analytics] y seguir estas mismas instrucciones). Solo haz clic en AdWords Linking (Vinculación de AdWords) en la columna Account (Cuenta) y luego haz clic en el botón New link (Vínculo nuevo) para iniciar el asistente de vinculación.

View Only Mobile Traffic (And 3 other uses for Google Analytics profile filters) // thnxz @CrazyEgg – blog.crazyegg.com


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Google Analytics profile filters rock.

The most common use is to include or exclude data in your reports based on some kind of parameter.

You might want to:

  • View only (or exclude) data from mobile traffic
  • View only (or exclude) data from a particular domain
  • View only (or exclude) data from a particular location

Here’s Google’s definition of a profile filter:  A profile filter is used to limit or modify the data that is included in a Google Analytics profile.

TRANSLATION:  It’s possible to create a set of Google Analytics reports (a profile) that, for example, shows you only the data from your mobile traffic and gets all the rest of the data out of your way.

Once you know how to build new Google Analytics profiles and profile filters you can apply them in numerous situations.  We’ll get to a few other applications at the end of this article.

First, let’s build a profile that only shows us data from our mobile traffic.

Step 1 – Make sure you have a master profile

Before you get started, you want to make sure that you have one profile set up for your website that contains all of your traffic.  For most of us this “catch all” profile will be where we spend most of our time.  If you are already using Google Analytics to monitor your website, this profile will likely already be set up.

google-profiles

Step 2- Set up a new profile

In this example, I will set up a new Google Analytics profile for my new blog,Content Measures.

Here’s how to create your new profile,

1.  Click on ADMIN at the top right of any Analytics page

2.  Select the PROFILES tab and click on + NEW PROFILE

new-profile

3.  Name the profile MOBILE USERS and click on CREATE PROFILE

Congrats!  It’s that easy.  You now have a new profile.

But, this profile is loggin all traffic just like your master profile.  We need to create a filter on our new profile so that it only records data for your mobile traffic.

Let’s get busy creating the profile filter.  Don’t worry, it’s easy.

Full Article

Step 3 – Create a profile filter

1.  Click on the MOBILE USERS profile

mobile-profile

2.  Click on FILTERS, then + NEW FILTER and enter the following settings,

filter-settings

Bingo.  You’re all set.

What you’ve done here is set a filter so that your new profile will only include traffic data from mobile devices.

Now, let’s take a look at how you might use this data.

A Google Analytics mobile filtered profile in action >> Full Article

Novedades de Google Analytics


Realice un mejor seguimiento de los enlaces gracias a las mejoras de la función Analítica de página

La función Analítica de página ofrece datos de clics en el contexto de su sitio web y es una herramienta eficaz para analizar las páginas del sitio y optimizar su contenido. Anteriormente, esta función se limitaba a mostrar los datos de clics de cada URL y no del enlace real de la página. Asimismo, ofrecía información sobre los enlaces, pero no sobre otros elementos como, por ejemplo, los botones. Nos complace presentar una nueva función que resuelve esta situación y permite que Analítica de página dé un paso más. Más información.

Convierta la publicidad para móviles en la base de su estrategia de 2013

Hemos realizado varios estudios para averiguar qué estrategias de marketing en móviles y de evaluación de los resultados utilizan los anunciantes de todo el mundo, y cuáles serán sus próximos pasos. El móvil ha dejado de ser un complemento de las campañas y, para muchos, incluso se está convirtiendo en un elemento decisivo de la publicidad. Por ejemplo, el 87% de los anunciantes tiene previsto hacer mayor hincapié en los anuncios para móviles durante el año 2013, y cada vez son más los que creen en el potencial de esta publicidad. Más información.

Simplifique la inserción de etiquetas en su sitio con las plantillas del Administrador de etiquetas de Google

El Administrador de etiquetas de Google le permite añadir etiquetas en el sitio web (incluidas las etiquetas de análisis, seguimiento de conversiones o remarketing, entre otras) y actualizarlas de forma sencilla y gratuita, y sin tener que recurrir a los especialistas de TI. Una de las funciones más útiles es la que permite añadir nuevas etiquetas en el sitio mediante una plantilla de etiqueta en lugar de copiar y pegar código. Hemos simplificado todavía más la inserción de etiquetas gracias a las nuevas plantillas de etiqueta integradas. Tan solo debe añadir los datos básicos a la plantilla y el Administrador de etiquetas de Google generará el código correcto de forma automática. Más información.

Descubra el uso que hace Gilt de Analytics para los modelos predictivos

Hace más de un año, presentamos Google Analytics Premium con el objetivo de ofrecer una solución que se adaptara mejor a las necesidades de los usuarios empresariales. En un caso de éxito reciente de Gilt, se muestra cómo Google Analytics Premium ha ayudado a la empresa a recopilar información de los distintos equipos, aprovechar el gran número de variables personalizadas para sus modelos predictivos y utilizar datos sin muestrear. Leer el caso de éxito [PDF].

El verdadero valor de la información | Analytics 2.0


 

Analytics 2.0

valor de Analytics

Desde que hace ya por lo menos 6 años se viene esuchando fuertemente sobre Analytics, que si bien muchas veces se interpreta como una herramienta en particular. De ahí en adelante hemos pasado momentos en los cuales aparecía tal o cual métrica que era la “más importante” y todos, aún con un poco de recelo de dejar de pensar en Páginas Vistas como principal, las han ido aplicando. Con mucha agua que ha corrido la sensación es prácticamente una, sin importar industria, grado de experiencia en el tema, tipo de profesional o posición en la empresa…las herramientas de analytics no me dan ninguna solución. Y no me sorprende que esto sea así, les cuento porque.

El proceso que se fue dando dentro de las compañías fue el inverso al que debió ser, como “internet” era algo a lo que se dedicaba una parte pequeña de la empresa donde el C level (CEO, COO, etc, los HIPPOS o Highest paid person opinion) no participaban más allá de dar autorización para que se implementen acciones de online porque “hay que estar”. Leer más “El verdadero valor de la información | Analytics 2.0”

Online Marketing: What Numbers Really Matter to Your Business? | via inboundmarketingexpert.org


inboundmarketingexpert.org 

Just a couple of decades ago, one of the biggest challenges businesses faced was trying to calculate how much mileage they actually got from their advertising and marketing efforts. The reason this task was so hard was because most options for determining whether new customers were the result of a recent campaign or an existing channel weren’t that accurate.

Thanks to all of the online analytics tools that are now available, businesses can easily see exactly how customers are getting to their website. However, just because this information is available doesn’t mean that every challenge has been eliminated. Since these programs are so good at collecting information, instead of having a shortage, many businesses are now drowning in data.

If you have lots of data at your fingertips but don’t know how to use it to improve your bottom line, here’s what you should be paying attention to:

Are Your Active Marketing Efforts Paying Off?

If your website received more visitors this month than it did last month, it’s easy to assume that your active marketing efforts are paying off. However, that conclusion may be incorrect. If you’re currently focusing on a channel like social media marketing or PPC advertising, digging into your analytics may reveal that the increase is actually the result of another source such as natural search engine traffic. While that doesn’t mean you need to abandon your current marketing focus, knowing what’s actually happening is crucial for making informed decisions about your marketing efforts.

Which Channels Convert the Best? Leer más “Online Marketing: What Numbers Really Matter to Your Business? | via inboundmarketingexpert.org”

Campaign Attribution in Google Analytics

In this post I’ll talk about how Google Analytics attributes a conversion, technically talking. This is not about how you should analyze conversion attribution, if you are interested in that I suggest you to visit Constraint Management vs Direct Attribution.

Google Analytics, as the other Web Analytics solutions allows you to identify from which source each conversion came from. Each platform has a particular attribution definition, ergo, it attributes the conversions in a very particular way and could or could not be the same as any other tool you may use. The key, as always in digital measurement, is identifying how the platform processes the information.

Google Analytics attributes the conversion to the most recent campaign by default, unless the second session’s traffic source it is a Direct Visit. Direct Visits won’t take credit from a previous referring campaign.


 

http://www.analytics20.org

In this post I’ll talk about how Google Analytics attributes a conversion, technically talking. This is not about how you should analyze conversion attribution, if you are interested in that I suggest you to visit Constraint Management vs Direct Attribution.

Google Analytics, as the other Web Analytics solutions allows you to identify from which source each conversion came from. Each platform has a particular attribution definition, ergo, it attributes the conversions in a very particular way and could or could not be the same as any other tool you may use. The key, as always in digital measurement, is identifying how the platform processes the information.

Google Analytics attributes the conversion to the most recent campaign by default, unless the second session’s traffic source it is a Direct Visit. Direct Visits won’t take credit from a previous referring campaign.

If you prefer to attribute the conversion to the very fist campaign, instead of the most recent, then you have to use a new query parameter into the query string of your campaign. If this is the case, then the query parameter to be used is “utm_nooverride=1“. If you do so, when a previous visit that cames from Campaign 1 cames back by clicking in Campaign 2 and converts, this conversion will be attributed to Campaign 1 instead of Campaign 2 as would do Google Analytics by default. Leer más “Campaign Attribution in Google Analytics”

10 Data Points: Information and Analytics at Work

The New Intelligent Enterprise inquiry is all about the intensifying wave of data that organizations are facing, and its implications for managers. Companies are becoming data driven in ways that are new, raw and — in many cases — untested. And now so are we: We’re trying something new by letting the data come first, without a lot of editing or parsing. Here is a slice of the raw goods, a kind of behind-the-scenes look at the data we gathered from our survey of nearly 3,000 managers and executives from every major industry and all regions of the globe. (Also see “10 Insights: A First Look at The New Intelligent Enterprise Survey.”)

We chose these 10 charts to share because they captured our attention. Some are provocative, some are telling, and some raise questions we haven’t even tried to answer yet. They’re by no means comprehensive, and our final report will cover many more points accompanied by rigorous analysis. But we do think you’ll find these graphics worth a look if for no other reason than that they allow you to do some immediate benchmarking. How does your organization compare with others? What are your peers doing, and how might that influence decisions you’re considering right now?

The survey respondents answered two questions that allowed us to group them and their answers in some interesting ways. One question asked them to assess where their organization is along the journey to an ideal state: an organization that has been “transformed by better ways to collect, analyze and be prescriptively guided by information.” Those that were farthest along that path we deemed Sophisticates; those who were midway became Intermediates; while those that were just beginning to look at data and analytics we called Starters.

We also asked them to describe their organization’s competitive position. Those that rated themselves as substantially outperforming their industry peers we named Top Performers. Those that were underperforming we labeled Lower Performers. You’ll note both groups called out in the accompanying charts.
1. Innovation is the Top Business Challenge

More than 60% of all respondents chose innovation for competitive differentiation as their main business challenge over the next two years. In a recessionary business climate, doing more with the resources and talent you already have is always a favored strategy. When we parsed the data, we found that Starters (new users of analytics) were entrenched in “survival mode,” focused on cuttings costs and creating efficiencies as their main challenge. Intermediates (moderate users of analytics) were in “growth mode,” focused on growing revenues. Sophisticates (advanced users of analytics) were in an “expansion mode,” focused on growing revenues and expanding their customer base through acquisition or retention strategies, perhaps because their use of analytics had already helped them optimize their operations and general growth approaches.


http://sloanreview.mit.edu/the-magazine/articles/2010/fall/521150/10-data-points-information-and-analytics-at-work/

By Nina Kruschwitz and Rebecca Shockley

Early returns are in from the first annual New Intelligent Enterprise Survey. Here are major highlights of what executives and managers said about how they are — or are not — capitalizing on information.


The New Intelligent Enterprise inquiry is all about the intensifying wave of data that organizations are facing, and its implications for managers. Companies are becoming data driven in ways that are new, raw and — in many cases — untested. And now so are we: We’re trying something new by letting the data come first, without a lot of editing or parsing. Here is a slice of the raw goods, a kind of behind-the-scenes look at the data we gathered from our survey of nearly 3,000 managers and executives from every major industry and all regions of the globe. (Also see “10 Insights: A First Look at The New Intelligent Enterprise Survey.”)

We chose these 10 charts to share because they captured our attention. Some are provocative, some are telling, and some raise questions we haven’t even tried to answer yet. They’re by no means comprehensive, and our final report will cover many more points accompanied by rigorous analysis. But we do think you’ll find these graphics worth a look if for no other reason than that they allow you to do some immediate benchmarking. How does your organization compare with others? What are your peers doing, and how might that influence decisions you’re considering right now?

The survey respondents answered two questions that allowed us to group them and their answers in some interesting ways. One question asked them to assess where their organization is along the journey to an ideal state: an organization that has been “transformed by better ways to collect, analyze and be prescriptively guided by information.” Those that were farthest along that path we deemed Sophisticates; those who were midway became Intermediates; while those that were just beginning to look at data and analytics we called Starters.

We also asked them to describe their organization’s competitive position. Those that rated themselves as substantially outperforming their industry peers we named Top Performers. Those that were underperforming we labeled Lower Performers. You’ll note both groups called out in the accompanying charts.

1. Innovation is the Top Business Challenge

More than 60% of all respondents chose innovation for competitive differentiation as their main business challenge over the next two years. In a recessionary business climate, doing more with the resources and talent you already have is always a favored strategy. When we parsed the data, we found that Starters (new users of analytics) were entrenched in “survival mode,” focused on cuttings costs and creating efficiencies as their main challenge. Intermediates (moderate users of analytics) were in “growth mode,” focused on growing revenues. Sophisticates (advanced users of analytics) were in an “expansion mode,” focused on growing revenues and expanding their customer base through acquisition or retention strategies, perhaps because their use of analytics had already helped them optimize their operations and general growth approaches.