If you’re looking for a fast-paced crash course in Google Analytics training, consider us your very own mobile marketing Mister Miyagi. This free webinar offers a quick & simple approach for setting up your content for optimal attribution of activity & performance across your entire campaign. How do you attribute activity to mobile content that can be accessed anywhere? How do you optimize marketing spend for in-store mobile engagement? Where do you need to update message and creative for better results? See exactly what your marketing dollars are buying you in terms of audience & engagement, and adjust your creative, messaging, and budget allocation accordingly.

1. Optimizing Mobile Content for Google Analytics

2. Optimizing Mobile Content for Google Analytics
Hosted by Adam Lavine
• Founder/CEO of FunMobility
• Founding Chair of the Mobile Coupon
Standards Committee, MMA
2

3. Optimizing Mobile Content for Google Analytics
Overview
1. Mobile-First Content
2. Google’s Unique Taxonomy
3. Creating Custom URLs
4. Audience & Attribution
3

4. Optimizing Mobile Content for Google Analytics
1. Mobile-First Content
4

5. Optimizing Mobile Content for Google Analytics 5
Why put
mobile first?
*Venturebeat
**Google Shopper Marketing Council
***Wallstreet Journal
****Recode.net
*****24/7 Wall St
Mobile share of consumer media attention
2 hours
48 min
Even television, the great
American pastime, now trails
mobile in terms of daily
average consumer
attention*****
Average daily consumer attention, Q4 2014:
TV
MOBILE
51%75%84%66%
Email* In-store Shopping** Social Media*** YouTube****
2 hours
57 min

6. Optimizing Mobile Content for Google Analytics
Mobile is the one –
and only - fixed point
along the entire
customer journey.
6
Why put
mobile first?
Today’s consumers are
always connected

7. Optimizing Mobile Content for Google Analytics 7
IMPORTANT
QUESTIONS:
How do you map
the consumer
journey?
How do you
accurately
attribute
performance
across all
marketing touch
points?

8. Optimizing Mobile Content for Google Analytics 8
IMPORTANT
QUESTIONS:
How do you map
the consumer
journey?
How do you
accurately
attribute
performance
across all
marketing touch
points?
Paid
In-store
Social
Owned

9. Optimizing Mobile Content for Google Analytics
Track via Google Analytics
9
Answer: Create custom URLs that
attribute audience & performance to
different points of discovery

10. Optimizing Mobile Content for Google Analytics 10
Poll: Are you
tracking
performance
across marketing
channels?
A. Yes
B. Yes, but there are blind spots
C. Nope
D. Not sure

11. Optimizing Mobile Content for Google Analytics
2. Google’s Unique Taxonomy
11

12. Optimizing Mobile Content for Google Analytics
Question:
What does UTM stand for?
12

13. Optimizing Mobile Content for Google Analytics
Question: What does UTM stand for?
13
Answer:
Urchin Tracking Module
Purple Sea Urchin - Strongylocentrotus purpuratus | by Gregory "Slobirdr" Smith

14. Optimizing Mobile Content for Google Analytics
What are UTM (Urchin Tracking Module) Strings?
14
Custom URL

15. Optimizing Mobile Content for Google Analytics 15
How are UTM
strings
structured?
1. Campaign Source
2. Campaign Medium
3. Campaign Term
4. Campaign Content
5. Campaign Name
How Google organizes
your URL:
Your Actual
Campaign Hierarchy:
Campaign Name
Campaign Medium
Campaign Source
Campaign Term /Campaign Content

16. Optimizing Mobile Content for Google Analytics 16
1. Campaign Source
2. Campaign Medium
3. Campaign Term
4. Campaign Content
5. Campaign Name
Google Analytics uses different terms
than Google’s UTM Creator:
Lost in
translation
1. Source
2. Medium
3. Keyword
4. Ad Content
5. Campaign
UTM Terminology
GA Terminology

17. Optimizing Mobile Content for Google Analytics 17
3. Creating Custom URLs

18. Optimizing Mobile Content for Google Analytics
How we do it:
18

19. Optimizing Mobile Content for Google Analytics 19
Paid
Media
Chiquita
Interac2ve
Recipes
300
rectangle
healthy
family
Mobile
Display
Ad
Healthy
Recipes

20. Optimizing Mobile Content for Google Analytics
Campaign
Source
The specific point
of discovery; the
source of the
traffic.
Campaign
Source
20

21. Optimizing Mobile Content for Google Analytics
Campaign
Medium
The marketing
channel; the broad
overall context of
engagement
Campaign
Medium
21
paid_media

22. Optimizing Mobile Content for Google Analytics
Campaign
Term
Identifies AdWords &
keywords associated
with the campaign
fun
recipes
Example: “fun recipes”
22

23. Optimizing Mobile Content for Google Analytics
Campaign Content
728_win_up_to_4000
320_win_up_to_4000 320_win_4000
23
Identifies different creatives
& Calls To Action

24. Optimizing Mobile Content for Google Analytics
Campaign
Name
cooking_lab_recipe_contest_q3_2014
24
Keywords that
encompass the
entire campaign

25. Optimizing Mobile Content for Google Analytics
Best Practices
25
No spaces: use underscores to ensure links
remain functional when pasted
cooking_lab_recipe_contest_q3_2014
320_win_up_to_4000
No ad sizes: Ad blockers identify standard
ad sizes in the text, so avoid obvious
markers like “320x50”

26. Optimizing Mobile Content for Google Analytics
Custom URL creation is a VERY powerful tool
when combined with mobile content
26
Custom URL

27. Optimizing Mobile Content for Google Analytics 27
Poll: Do you
publish content
with UTM strings?
A. Yes
B. No
C. Not sure

28. Optimizing Mobile Content for Google Analytics
4. Audience & Attribution
28

29. Optimizing Mobile Content for Google Analytics
Now let’s see
this in practice
29

30. Optimizing Mobile Content for Google Analytics
In Google Analytics,
Click on “All Web Site
Data” for the website
you want to look at
30

31. Optimizing Mobile Content for Google Analytics 31

32. Optimizing Mobile Content for Google Analytics
Select “Add Segment”
32

33. Optimizing Mobile Content for Google Analytics 33

34. Optimizing Mobile Content for Google Analytics
Select “New Segment”
34

35. Optimizing Mobile Content for Google Analytics 35

36. Optimizing Mobile Content for Google Analytics
Looking at the
“Conditions” tab, add
the UTM parameter
string that you wish to
analyze
36

37. Optimizing Mobile Content for Google Analytics 37

38. Optimizing Mobile Content for Google Analytics
Select the “Source/
Medium” sub-tab
under the
“Acquisition” tab
38

39. Optimizing Mobile Content for Google Analytics 39

40. Optimizing Mobile Content for Google Analytics
Now we can compare
different content within
the segment.
In this example, the
“20%Off” CTA has
performed better than
the “Save20%” CTA in
the Summer Sale
campaign
40

41. Optimizing Mobile Content for Google Analytics 41

42. Optimizing Mobile Content for Google Analytics
You can also compare
activity across different
marketing channels,
demographics, devices,
& more
42

43. Optimizing Mobile Content for Google Analytics 43

44. Optimizing Mobile Content for Google Analytics
Select each media
channel and hit “Plot
Rows” to get a visual
overview of your entire
campaign.
44

45. Optimizing Mobile Content for Google Analytics 45

46. Optimizing Mobile Content for Google Analytics 46
This Google
Analytics
methodology
enables
conversion
tracking by
media type in
ways marketers
never could
before
23.90%
33.31%
10.64%
53.65%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Owned/Organic
Media
Social
Media
Paid
Media
In
Store
Media
Conversion
by
Media
Type

47. Optimizing Mobile Content for Google Analytics
Key Takeaways.
• It’s possible to map consumer behavior across
touch points, & attribute spend to performance
• Google Analytics is a powerful tool for generating
audience insights
• Implement a standard UTM naming convention for
better efficiency
47

48. Optimizing Mobile Content for Google Analytics
Lots more great content at
www.funmobility.com
48

49. Optimizing Mobile Content for Google Analytics
Questions? Contact us.
sales@funmobility.com
49

50. Recent Brands & Clients
Interactive Mobile Advertising
Direct Response & Lead Gen
Mobile Prizes & Sweeps
In-Store Shopper Activation
Enhanced Email & CRM
Mobile Engagement Circulars
Mobile-First
Solutions
100% HTML5
no app needed
Discover Engage Acquire Retain