Google Optimize Part II

Google Optimize Experiment  Features 

  • The Experiment objective can be mapped to Goals, Pageviews, Sessions, Bounce
  • It is possible to set in what % of page Variants needs to be shown to visitors
  • It is possible to serve the test specific to region, browser, OS

Google Optimize Experiments Settings 

  • Objective –  The objective can be mapped to Goals, Pageviews, Sessions, Bounce Rate
  • Variant – Build Variant 1, Variant 2
  • Targetting 

    • Visitor Targetting
    • Traffic Segment
    • When the Experiement needs to be triggered
    •  When the Page Loads
    • Add Conditions (City, Browser, etc)

Google Optimize Reports & Google Analytics Reports  

Google Optimize Report – It is avaiable n the respective Testing Interface (Experiment Sessions,Improvement Overview,Goal Conversion Report, Conversion Rate Overtime) 

Google Optimize Report in Google Analytics

Google Optimize Report is available in Google Analytics in Behavior Sections > Publisher > Experiments

  • Experiment Sessions
  • Conversion
  • Conversion rate
  • Compare to Original
  • Probability of Outperforming Original

Linking Google Optimize with adwords brings full potenial of optimize & to acquire leads @ better CTL that results in better ROI 

 

Google Analytics Key reports for Adwords (Time Lag for Remarketing & Conversion Channel)

Time Lag report (Infer: Remarketing Time window)

Time lag report (Conversions > Multi-Channel) helps to align the remarketing duration of the visitor. Based on this report, it is very easy to infer the Remarketing / Conversion conversion period of the visitor and to adjust the remarketing campaign duration accordingly

Top Conversion Channel (Infer: Impact of Paid Campaign Campaing in other channels)

Top Conversion Channels (Conversions > Multi-Channel) helps to determine how the Google Adwords visitors are converting using other channels. This help to understand the impact of paid campaign in other channels & wise-versa.

Google Analytics Search Traffic Report Accuracy Case Study

I analyzed the GA Organic Seach Traffic Report accuracy while Manual Tagging & Auto Tagging are used to contact adwords account during a particular data range. This is the inference

Inference (Auto Tagging Option)
Out of 2300 visits 42 visits comes from campaign URL with parameter. that means 1.82% of traffic is paid search traffic in organic Report. 

 

Manual Tagging Inference:
Out of 2956 visits, 135 visits comes from campaign URL with parameter. That means 4.56% is paid search traffic in organic Report 

 

Analysis Insight
  • If we use manual tagging option to link adwords account with GA, organic traffic report is 95% accurate
  • If we use auto tagging option to link adwords account with GA, organic traffic report is 98% accurate