Remarketing with Google Analytics

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Information about Remarketing with Google Analytics

Published on November 19, 2015

Author: LuigiReggiani1

Source: slideshare.net

1. • Google Analytics Remarketing • How it works, and how to make it work.

2. Intro. Luigi Reggiani Head of Data Analytics, Google EMEA @LuigiReggiani Thanks to all friends & colleagues that have helped me in creating this guide, from GA Product teams to Product & Sales Specialists in Google EMEA. Made in Paris - November, 2015.

3. Contents. • Launch Presentation Mode & Pick a section from below • AN INTRO TO GA RMKT GOOGLE ANALYTICS The Basics Audiences in Google Analytics BUILDING AUDIENCE LISTS UNDER DA HOOD ‹ Click this icon anytime to get back here. LISTS INDEX & RESOURCES

4. Introduction • a Hero will rise • --

5. Some moments are nicer. Some Moments are Nice. Some are nicer ... SOME ARE EVEN WORTH WRITING ABOUT - Charles Bukowski --

6. PRODUCT VIEWS Moments that matter. CHECKOUT ABANDON CART ABANDON HOME PAGE VIEW PURCHASE SITE VISIT --

7. Simpler, Faster, Better. 1 TagSAME ONE FOR ALL PAGES 250+DIMENSIONS & METRICS UNIQUE FEATURES GA yields Ultra-Precise Remarketing Turning Moments that matter into Audiences to Consider + + Across Google Search* & the Google Display Network * Some GA Signals are not available for Remarketing Lists for Search Ads (RLSA) --

8. GA allows to go deeper. A 25-34 AGED VISITOR VIEWED PRODUCT X PAGE 5 TIMES ON PAST WEEK THIS LOYAL PURCHASER, ASKED FOR A TOTAL REFUND AFTER 1 WEEK. HE IS A YOUTUBE SUBSCRIBER AND LIVES IN PARIS. THIS WOMAN, FAN OF TRAVEL HAS REMOVED 1 PRODUCT FROM HER CART WHICH CONTAINED 2 PRODUCTS. LAST VISIT FROM THIS GOLD CUSTOMER WAS 1 MONTH AGO THIS iPHONE 6 USER BOUGHT FOR 100$ IN 1 YEAR THIS USER DISCOVERED OUR BRAND THROUGH FACEBOOK --

9. in-App also gets better. The power and precision of Google Analytics & powerful Google demographics data to act on your audiences and re-engage with them. USE GA AUDIENCES FOR : IN-APP MONETIZATION IN-APPS REMARKETING --

10. GA+RLSA* Case Study CVR +65% AOV +58% CPA -50% • Advertiser : TransUnion, leading financial services provider • Objectives : Find more customers, reduce waste in Search campaigns Strategy : ○ Splitting the audience between new and existing customers. ○ Bid higher on Google search ads for new customers. ○ Spend less on converted customers. Results : - Full Case study available on Google Analytics Blog - -- * Remarketing Lists for Search Ads

11. GA+GDN* Case Study AOV +13% 1300% ROI with PRECISION REMARKETING • Advertiser : WatchFinder, leading U.K. retailer of premium, pre-owned watches. • Objectives : Encourage site visitors who don’t purchase initially to return and complete a purchase & Encourage footfall to new London boutique. Strategy : ○ Created 20 highly focused lists of visitors who demonstrated intent ○ Defined groups according to funnel stage, location, language, on-site behavior, ISP and more Results : - Full Case study available on Think Insights Website - CPA -34% -- * Google Display Network

12. Inside GA • Look Closer • --

13. Data Collection. For every page containing that code, GA Servers record a Pageview Hit with a Client iD attached. GA SDK for Apps. Measurement Protocol works for almost everything else Android & iOS It works for WEB & mWEB. GA.js (Legacy GA tag) DC.js (Legacy GA RMKT tag) Analytics.js (Universal Analytics tag) --

14. Data Processing. ONCE COLLECTED, Data is then Processed IN VARIOUS TABLES. Originating device is Geolocalized, Categorized ... HITS ARE SESSIONIZED, FILTERED, AGGREGATED, COMPRESSED, Etc, Etc ... (you really don’t want to know all of it, don’t you?) Finally, the magic happens, Data becomes AVAILABLE FOR REPORTING --

15. Data Reporting. Accessible 24/7 through GA UI & GA APIs Intra-day FOR SMALL PROPERTIES The Day After FOR BIG PROPERTIES (Non Premium) In less than 4h FOR BIG PROPERTIES (with Premium) -- Real-time Reports Location, Events, Traffic sources, Conversions, Page-views, Active Users +

16. What Else ? Event Tracking FOR EVERYTHING WHICH IS NOT A PAGEVIEW Videos Plays Cart Addition Forms Progress Documents Downloaded Email Openings Tracking the above needs ADDITIONAL CODE ON SITE But it can be done in few minutes only through GTM, --

17. Event Tracking in 30s. For example : MEASURING HOW USERS INTERACT WITH VIDEOS ga('send', 'event', 'Video', 'Click', 'Play', 4); Required to send Event data to GA Event Category Event Action Event Label Event Value OPTIONAL --

18. Social interactions. For Example : MEASURING HOW USERS SHARE YOUR CONTENTS ga('send', 'social', 'facebook', 'like', 'targetUrl'); Required to send Social data to GA Social Network Social Action Event Label --

19. Enhanced eCommerce. -- Increase your Visibility ON YOUR CUSTOMERS JOURNEYS Product Views Cart Addition & Abandonment Transactions & Refunds Internal Promotions Checkout Abandonment Tracking the above needs ADDITIONAL CODE ON SITE

20. Custom Dimensions & Metrics. CRM iD Customer Type Membership LTV Group First Purchase Date UP TO 20* Custom Dimensions & Metrics # of Purchases Offline Revenue Ongoing value Age Temperature * 200 with GA Premium --

21. CRM DATA Sending Data to GA. Offline DATA Offline Transactions Customer Status Offline Events Customer Lifetime value --

22. Data Security & Privacy. Google classifies Google Analytics data as CONFIDENTIAL INFORMATION #NOT PIIs DON’T MESS WITH OPT OUT FROM COLLECTION TO REPORTING, DATA IS KEPT SECURE & GUARDED AGAINST ANY THREAT. #GET USER CONSENT --

23. GA Audiences• Everyone wants to be found • --

24. Show me the Cookie. User visits a Site for the 1rst time A GA Cookie is Dropped in his browser, on this Device This Cookie contains a unique Random ID number _ga=1.2.3456.77777 Important note : GA only drops a GA Cookie. UA-999999-8 --

25. Cookie Matching. _ga=1.2.3456.77777 When a User visits a site equipped with GA : GA checks if there’s also an Advertising cookie in the same browser If Yes Then a Cookie Matching is done, and both iDs are attached in our servers for a limited period of time. UA-999999-8 If No : User can’t be retargeted iD=28DDZLK987DHDKZ .doubleclick.net Note : RLSA uses a different Advertising Cookie that the one above. On Apps, GA RMKT relies on AdID or IDFA & on GA Apps client iD. --

26. GA Audience Lists. Use GA Remarketing to Define Audience lists using one or many of 250+ Dimensions & Metrics -- *Not available for RLSA BEHAVIOR Sessions Session duration Bounces Page depth New Users Returning Users ... EVENTS Conversions Downloads Video played Social actions Forms compl. ... ECOMMERCE Transactions Revenue Products Add to cart Remove from cart ... ACQUISITION Campaigns Sources Keyword Ad Creative Referral ... DEMOGRAPHICS Age group* Gender* Interests* Affinity cat.* Location language …. TECHNOLOGY Device Device Model Browser OS ...

27. GA Audience Lists. As soon as a (retargetable) User matches list criterias, his Advertising cookie iD is added to the Remarketing list. + + Use GA Remarketing to target users doing multiple actions during a single session (visit) eg. : Users that visited more than 2 pages during a Visit iD=28DDZLK987DHDKZ .doubleclick.net --

28. GA Audience Lists. + + Use GA Remarketing to target users doing multiple actions during multiple sessions. eg. : Users that visited more than 2 pages iD=989DDZIZ87DHDKZ .doubleclick.net Visit 2Visit 1 GA offers this unique ability to track activity over time during periods of 7/14/30 days. › This is called the Lookback Window If a (retargetable) user match lists criterias during that time frame, his Advertising cookie iD will be added to the Remarketing List --

29. The Look-back window. Day 1 Purchase Value : 30 List Definition : Users that generate more than 100 of Revenue Look-back window : 30 Days | Membership duration : 180 Days Day 20 Purchase Value : 30 Day 40 Purchase Value : 80 Total Value in 30 days = 60 : Nothing happens Total Value in 30 days = 110 : User matches List Criteria. He is added in the Audience List. User remain in the Audience list for 180 days Day 221 User is dropped from Audience List -- iD=989DDZIZ87DHDKZ .doubleclick.net

30. Smartlists. Let Google Analytics Machine Learning automatically target best Users with Smartlists. Smartlists can be based on your own history if enough data or Industry Benchmarks if not. iD=3029K987VCDKL .doubleclick.net Machine learning uses dozens of signals, including location, device, browser, referrer, session duration, and page depth to identify the users who are most likely to convert in a subsequent session. --

31. Pre-Population. UP TO 10 DAYS FOR DISPLAY UP TO 6 HOURS FOR SEARCH Google Analytics can pre-populate your Audience lists with up to 10 days of data Only available if Data Collection has been enabled before that time frame. --

32. User Buckets. Create compositionally identical Remarketing Audiences for testing. By default, GA assign each user into a User bucket with a number between 1 & 100. Users Bucket : 1-25 Test Group with Bid Modifiers on Audience Users Bucket : 60-70 Control Group, with standard Bids -- You can create two or more compositionally identical Remarketing Audiences and run a different ad campaign for each audience. You can then compare the performance of each campaign and determine which is more effective.

33. Lists Membership Duration. UP TO 540 DAYS FOR DISPLAY UP TO 180 DAYS FOR SEARCH --

34. Once you Enter in a List, you stay in that Remarketing List... … till List Membership duration is expired. Good to know. Once you Enter a Remarketing List, you can be retargeted less than 1 minute after. GA RMKT Works in REAL-TIME. All Lists created from GA can be re-used in AdWords to create Custom Combinations & Similar Users --

35. There’s More ... -- DYNAMIC REMARKETING, with GA Re-engage users on the Google Display Network, based on the content they’ve already seen on your site.

36. Building Audience Lists • You Won't Believe Your Eye • --

37. Enabling Remarketing. Step 1 : Make Sure AdWords & GA are linked Step 2 : Enable Data Collection Toggle Remarketing button in : Admin › Tracking info › Data Collection Privacy Law applies in EU : User consent to collect ‘any data used for Remarketing’ is mandatory in most countries --

38. Creating an Audience List (1) Step 3 : Create a new Audience Click [New Audience] button in : Admin › Property › Remarketing Audiences --

39. Creating an Audience List (2) Step 4 : Choose the GA view (where data comes from) and the AdWords account (where Data will go) Select the AdWords account Select the relevant GA View --

40. Creating an Audience List (3) Step 6 : Choose a predefined Template, create your Own List, . or import a Segment To create your own list using the Audience Builder click the Create New Button. We have templates for most common lists : Recommended Audiences Pick one to get started. You can also create a list by importing a Segment Definition --

41. Part I : Working with Recommended Audiences -- Smartlists All Users New Users Returning Users Page(s) Viewers Converters

42. Recommended audiences (1) Let’s see how to create one of the most common lists : Users who visited a specific section of my site (e.g. /index.html, shirts, /cart/) Step1 : Click on the Predefined list Step2 : Click the Pen icon to edit -- Lists Index

43. Recommended audiences (2) Let’s see how to create one of the most common lists : Users who visited a specific section of my site (e.g. /index.html, shirts, /cart/) Step3 : Enter the page/category name* *Note : Never enter a Full URL, but just a segment of the URI eg. Instead of www.site.com/shoes, just enter /shoes -- Lists Index

44. Recommended audiences (3) Let’s see how to create one of the most common lists : Users who visited a specific section of my site (e.g. /index.html, shirts, /cart/) Step4 : Define Membership duration Step5 : Name your list Step6 : Save your List* - et voilà. *Note : Once saved, you can’t delete a List, but you can close it (list will stop accruing users). -- Lists Index

45. Part II : Building a custom List -- Non-Bouncers Engaged Users High Spenders Repeat Buyers Gold Customers Past converters

46. Should you create Precise Lists ? The more precise your lists are, the greater your ROI will be. On the other hand, ultra-precise lists may target low volume of users. You need to find the tipping point between Volume & ROI * Business Intelligence -- PRO TIP # 1 Always be using Segments in GA Reporting to find out the best Opportunities and set up relevant matching conditions for your Lists e.g: Should you really exclude bouncers ? e.g: What can be considered as a good session duration ? PRO TIP # 2 BI* also rules on Digital. Make sure you get a deep understanding of your users & converters. Based on their intent, ads exposure, context, timing, what is their probability to convert ? The more precise you are in tailoring 1:1 conversations the better your ROI will be. PRO TIP # 3 Do not only focus in turning your Users into Converters. There are also great opportunities to re- engage with Converters. e.g : do you cross-sell to people that have just purchased a product ? e.g : do you treat similarly loyal vs non loyal Customers ? PRO TIP # 4 While you can create advanced lists with multiple conditions in GA, it is possible to create custom combinations in AdWords. This allows much better flexibility and also to adapt on-the-fly how you mix multiple conditions together while preserving big pools of user cookies.

47. The Audience Builder. The Audience builder will allow you to easily create custom lists. Categories for most common GA Signals are available in left part of the Builder. Use Advanced Options to create complex lists, mixing various Conditions or using Sequential Conditioning. eg. If you want to use a Behavior signal (like session duration), click on the Behavior category, then edit Matching conditions. --

48. Using the Audience Builder (1) Let’s see how to use these signals to create Audience Lists : Users with Revenue above 100* Choosing the right scope for your matching criterias : • User : any user that has generated more than 100 during time frame you’ve defined in Look-back window. • Session : any user that has generated more than 100 during a single session. • Hit : any user that has generated more than 100 during a single transaction. * (Currency as defined in the GA account) - Click on Enhanced Ecommerce** category - Select the [Revenue] dimension & choose the scope (User, Session, Hit) - Choose [Greater than or equal to] Matching condition - Define its value at [100] ** If you are not yet using Enhanced commerce but the legacy version of ecommerce tracking, then you’d need to choose the [Revenue] Dimension, by using the Conditions Option -- Lists Index

49. Using the Audience Builder (2) Let’s see how to use these signals to create Audience Lists : Users spending more than 5 minutes on site Choose the right scope for your matching criterias : • Per User : any user that has spent more than 5 minutes in total during time frame you’ve defined in Look- back window. • Session : any user that has spent more than 5 minutes during a single session. - Click on [Behavior] category - Choose the [Session duration]* Dimension - Choose the [Greater than] matching condition - Define [300] as value for the Dimension * Note : Session duration is defined in Seconds -- Lists Index

50. Using the Audience Builder (3) Let’s see how to use these signals to create Audience Lists : Users who visited the site at least 3 times Choose the right operators for your matching conditions : = : Equal to ≠ : Not Equal to > : Greater ≥ : Greater than or equal to < : Less than ≤ : Less than or equal to - Click on [Behavior] category - Define [Session]* as [greater than 2] * Note : Session are always at defined user Level during the time frame defined by the Look-back window. -- Lists Index

51. Using the Audience Builder (4) Let’s see how to use these signals to create Audience Lists : Users who added / or removed a Product from their cart - Click on [Conditions] - As a Dimension choose : [qty added to cart*] - Define condition as [Greater or equal to 1] * Note : This Dimension is only available if you use Enhanced eCommerce, otherwise you’ll need to define an Event by coding on site when products are added/removed from the cart, and build a condition based on this event in the audience builder. - Click on [Conditions] - As a Dimension choose : [qty removed from cart*] - Define condition as [Greater or equal to 1] -- Lists Index

52. Using the Audience Builder (5) Let’s see how to use these signals to create Audience Lists : Users that performed Search on the Website Regular Expressions are very powerful to complex matching conditions.. In that case, the expression we enter as a matching condition means : Everything apart from an Empty string. May you need to re-use : ^(?!s*$).+ - Click on [Conditions] Option - Choose [Search Term] as a dimension - Choose ‘Matches Regex’ as a condition type - Enter the regular expression in the field -- Lists Index

53. Using the Audience Builder (6) Let’s see how to use these signals to create Audience Lists : Converters that returns to your site without Purchasing again. Sequences are another very powerful way to create Matching Conditions. You have multiple options : Sequence start with : - Any user interaction - First user interaction Also between steps, you can choose : - is followed by - is immediately followed by - Click on [Sequences] Option - In step 1, choose [Transactions] as a dimension - Enter the matching condition : [greater or equal to 1] - Click below on Add step button - Choose same dimension as Step 1 - Enter the matching condition : [less than 1] First user interaction is linked to the very first user Hit during the time frame defined by the Look-back window. First option matches a sequence that spans multiple sessions or non consecutive hits. The second one restrict the sequence to a single session and to consecutive hits -- Lists Index

54. Using the Audience Builder (7) Let’s see how to use these signals to create Audience Lists : Users that come from a specific campaign (e.g Upper-funnel Generic Keywords). -- 2 Options : • Using Campaign name If your keywords are well organized by campaigns and that your generic campaign names can be easily identified. • Using keywords If you can’t use Campaign names, then you could potentially create a matching condition based on Keywords. (in that example, we could exclude Brand terms, while only including traffic from Google Search) - Click on [Traffic sources] category - Apply your matching condition Lists Index

55. Using the Audience Builder (8) Let’s see how to use these signals to create Audience Lists : Logged-In Users (when User iD is enabled) -- If you’re using the User iD feature from Google Analytics in this Property, then a specific dimension [User-ID Status] can be used to target exclusively users that have logged-in at some stage during the time- frame defined by the Look-back window. Note : you can create this list in a non-User-ID view.- Click on Traffic sources category - Choose [User-ID status] as a dimension - Choose [Exactly matches] as matching condition - Define Dimension value to [Assigned] Lists Index

56. Under da Hood • Expect the impossible again • --

57. -- Part I : Client Identifiers & Remarketing

58. Anatomy of a GA Cookie. _ga=1.2.3456.77777 Versioning Number (Fixed at 1) This field is used to figure out the correct cookie in case multiple cookies are setup in different paths or domains. This is a Timestamp*. (When the cookie has been created) GA Client iD (Random number + Timestamp) * number of seconds that have elapsed since January 1, 1970 (midnight UTC/GMT) --

59. Client iDs demystified GA Client iD identify an anonymous device or browser instance. It is set in a Persistent cookie. Randomly generated, stored in a persistent cookie and automatically sent with all hits by GA Used by GA remarketing to tie User characteristics to Remarketing List Criterias. The User ID feature in GA enables the analysis of groups of sessions, across devices, using a unique, persistent, and non-personally identifiable ID string. User iDs can’t be retargeted, but it allows user data import in GA, which can be used for Remarketing Available in most CRM systems, a CRM iD is a unique identifier set for each identified user. All customer information is attached to this CRM iD. CRM iDs could be retargeted, but best use case is to enhance GA Remarketing with Data Import USER ID CLIENT ID CRM ID --

60. GA Client iD -- User XXXXX GA CID 23946 GA CID 19282 a Unique User may have several GA Client iDs GA CIDs are unique per Device & per Browser GA CID 23280

61. GA Client iD & Remarketing -- User XXXXX GA CID 23946 GA CID 29282 If a GA Client iD matches a List Criteria an Advertising ID may* then be added to a Remarketing List Session #1 Session #2 Session #3 Session #4 Session #5 iD=28DDZLK987DHDKZ .doubleclick.net * As mentioned previously, if there is NO advertising cookie in Browser, then User can’t be retargeted eg : List definition = Users with more than 2 Sessions

62. GA User iD -- User XXXXX GA CID 23946 GA CID 19282 The Built-in User ID feature in GA lets you associate engagement data from multiple devices and sessions with a unique ID for Logged-In Users GA CID 23280 User ID ABCDE a single User iD may be attached to various GA Client iDs if the User is using multiple devices or browsers

63. GA User iD & Remarketing -- User XXXXX GA CID 23946 GA CID 29282 User iD feature allows to get User-centric reporting. Cross-device or cross Browser Remarketing is not available Session #1 Session #2 Session #3 Session #4 Session #5 iD=28DDZLK987DHDKZ .doubleclick.net eg : List definition = Users with more than 2 Sessions User ID ABCDE

64. -- Part II : Using CRM Data for Remarketing

65. CRM Data for Remarketing -- 1 2 3 4 5 Select Which Data you want to send to GA Create Custom Dimensions to store this data Identify Users on your Site or App Send Custom data to GA Build Remarketing Lists Enhanced Remarketing WITH DATA FROM YOUR CRM Steps described above will require ADDITIONAL CODE ON SITE + USE OF CUSTOM DIMENSIONS IN GA

66. Plan your Strategy -- User XXXXX Customer type : GOLD Lifetime Value : 3000 Last Purchase : August 2014 You can create up to 20* Custom Dimensions in GA Custom Dimension 2 Custom Dimension 3 Custom Dimension 4 *Up to 200 in Google Analytics Premium STEP 1 : Select which CRM Data could be useful for Reporting & Remarketing

67. Prepare GA to store Data -- STEP 2 : Create Custom Dimensions in Google Analytics Within GA Management interface : • Go in Admin > Property > Custom definitions • Click on Custom Dimensions • Click on ‘New Custom Dimension’ › Create your first custom dimension › Make sure to choose [user] for its scope

68. Select how you’ll identify Users -- User XXXXX Customer type : GOLD STEP 3 : identify Users on your Site/App with Built-in User iD feature, or a custom Dimension that could host your CRM IDs CRM ID 882729 Lifetime Value : 3000 Last Purchase : August 2014 The 2 Options are very similar but will have implications on WHEN you can add Users to a Remarketing List Custom Dimension 1 Custom Dimension 2 Custom Dimension 3 Custom Dimension 4 User ID ABCDE or - Option 2 - - Option 1 -

69. Identify Users with GA -- USER ID Built-In Feature Easy to implement but Non-Persistent across non-logged-in Sessions Customize your Tracking code for GA to identify Users CRM iD as a Custom Dimension Requires 1 additional step in GA but Persistent across all Sessions Customize your Tracking code for GA to identify Users <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s. getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a, m)})(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', UA-XXXXXXX-XX , { 'userId': 2323237 }); ga('send', 'pageview'); </script> <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s. getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a, m)})(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga ('create', 'UA-XXXXXX-XX', 'auto'); ga('send', 'pageview', { 'dimension1’: ‘2323237’ }); </script> Important : For both solutions you should use a unique, persistent, and non-personally identifiable ID string.

70. Prepare GA for Data Import (1) -- STEP 4 : Prepare GA to receive your Data 4.1 : Creating a Data Set • Go in Admin > Property > Data Import • Click the [New Data Set] Button • Choose [User Data] • Name your Data set & select the relevant GA view

71. Prepare GA for Data Import (2) -- STEP 4 : Prepare GA to receive your Data 4.2 : Defining your Data schema When you create a Data Set, you define a schema, which is the structure that joins the data you upload with the existing data in your hits. A simple schema consists of a key dimension (the "key") and an import dimension or metric. To import data, Google Analytics looks for key values in hits that match key values in the uploaded data. When a match is found, the additional dimension and metric values associated with that key are added to the existing hit data. In our example, the key could be : - Option 1 : the User iD - Option 2 : the CRM iD (stored in a custom dimension) The imported Dimension would be [Customer Type]

72. Prepare GA for Data Import (3) -- STEP 4 : Prepare GA to receive your Data 4.3 : Uploading your Data Manual Upload You just need to upload a correctly formatted CSV file, e.g : ----- gadimension1,gadimension2 12345,gold 45678,silver Upload via the API If you want to automate Data Upload, you could use the API to regularly send User data. You’d need to use the custom data source iD provided when you create the schema & send correctly formatted data.

73. Option1 - UID & Remarketing -- User XXXXX If you attach user Data using the Built-in User iD feature in GA, You could retarget Users - after Data Import - as soon as they Login again. User ID ABCDE DATA IMPORT GA CID 23946 GA CID 29282 User ID ABCDE Customer type GOLD Session No login Session with Login Session with Login List definition = Gold Customer List definition = Gold Customer

74. Option 1 - Setup -- User XXXXX Customer type : GOLD Custom Dimensions act as Containers to host additional Data in GA. You can set their values from your site and through Data import User ID 882729 Lifetime Value : 3000 Last Purchase : August 2014 ● Step 2 : When Users log in to your site, send User iD value to GA ● Step 1 : Create custom dimensions in GA to store your CRM User Data ● Step 3 : Attach Additional information from your CRM using Data Import

75. Option2 - CRM iD & Remarketing -- User XXXXX If you attach user Data using a Custom Dimension (CRM iD) in GA, You could retarget Users - after Data Import - as soon as they come back to the site. CRM ID 882729 DATA IMPORT GA CID 23946 GA CID 29282 CRM ID 882729 Customer type GOLD Session with or without Login Session with or without Login List definition = Gold Customer List definition = Gold Customer

76. Option 2 - Setup -- User XXXXX Customer type : GOLD Custom Dimensions act as Containers to host additional Data in GA. You can set their values from your site and through Data import CRM ID 882729 Lifetime Value : 3000 Last Purchase : August 2014 ● Step1 : Create a first Custom Dimension in GA called CRM iD ● Step2 : Create additional custom dimensions to store your CRM User Data in GA ● Step3 : When Users log in to your site, send CRM iD value to GA ● Step4 : Once their CRM iD is set in GA Attach Additional information from your CRM using Data Import

77. CRM Data for Remarketing Let’s see how to use CRM Data to create Audience Lists : Users with Customer Type = Gold Users Eligibility : For any matching users to enter your Remarketing list, we need a subsequent visit to your site after that you have uploaded Custom Data - Click on [Conditions] category - As a dimension, choose [Customer type]* - As condition rule, select [exactly matches] - As dimension value, choose [Gold]* -- * Note : these are examples of Custom Dimensions names. Your own custom dimensions & values may have different names Lists Index

78. CRM Data for Remarketing Let’s see how to use CRM Data to create Audience Lists : Users with a Lifetime value between 1000 & 4999 Custom Dimensions & Numbers : Custom dimensions values are stored as Text strings. To use them as matching criterias, we can’t use the standard number operators. Regular expressions are a great help here as we can use them to match Number ranges. The Regular expression we’ve used here indicated that first digit is between 1 & 4, and that 3 digits coming after are between 0 & 9.- Click on [Conditions] category - As a dimension, choose [Lifetime value]* - As condition rule, select [Matches Regex] - As dimension value, input : [1-4][0-9][0-9][0-9] -- * Note : these are examples of Custom Dimensions names. Your own custom dimensions may have different names & values Lists Index

79. CRM Data for Remarketing Let’s see how to use CRM Data to create Audience Lists : Users that have made their last purchase in July 2014 Dates as custom dimensions: Once Membership duration of your list is expired, users can’t be retargeted based on their previous activities. On the other hand, a custom dimension set at User level will remain active till changed, or till GA cookie expiration date (which is set at 2 years after the last visit). Note : to add again such users to a list, they would need to visit the site after the custom dimension value has been imported in GA - Click on [Conditions] category - As a dimension, choose [Last purchase date] - As condition rule, select [Matches Regex] - As dimension value, input : [0-3][0-9]072014 -- Lists Index

80. -- Part III : Using non-Web & non-App Data

81. Measurement Protocol SEND STANDARD & CUSTOM DATA TO GOOGLE ANALYTICS from any internet-connected device This is particularly useful to report back to GA OFFLINE EVENTS & TRANSACTIONS but also for Email openings --

82. MP* & GA Client iD http://www.google-analytics.com/collect?v=1&tid=UA-XXXXXX-X &cid=3456.77777&t=pageview&pa=purchase&ti=52ea5&tr=1100&ds=paris-store Any Hit sent through the Measurement Protocol must contain a GA Client iD that identify a specific User User YYYYY GA CID 112.888 GA CID 3456.77777 Important : a same User may have multiple GA CIDs, you need to choose one of them and attach it to Measurement Protocol hits if you plan to Retarget the user based on Measurement Protocol hits data. * Measurement Protocol GA Client iD Hit Type Data Source --

83. Offline Events & Remarketing Any Hit sent through the Measurement Protocol must contain a GA Client iD The device/browser with a same GA Client iD can be retargeted, after a subsequent visit User YYYYY GA CID 3456 GA CID 1128 Session #1 Session #2 with Measurement Protocol MP HIT : OFFLINE PURCHASE CID:3456 List definition = Offline Purchase --

84. MP* Hits & Remarketing Eligibility Depending on when the on-site visit & the MP hit are happening, Users could potentially be added into a Remarketing List without any subsequent visit GA CID 1234 Session #1 Session #2 * Measurement Protocol List definition = Offline Purchase GA CID 5678 MP Hit Purchase MP Hit Purchase 2 hours 15 days Session #2 List definition = Offline Purchase 25 days Session to Hit Hit to Session Eligible Time Periods : • GDN : 10d / RLSA : 6h • Up to 30d (Look-back window) --

85. Remarketing & Offline events Let’s see how to use CRM Data to create Audience Lists : Users that have purchased Shoes in the Paris physical store - Click on [Conditions] category - Use [Sessions] for the List scope - Choose [Data source] as a first dimension - Set its value to [Paris-store]* - Add a AND operator - Select a 2nd dimension: [Transaction] - Select [per Session] for its scope - Set a [Greater than or equal to] rule - Set 1 for its value - Add a AND operator - Select a 3rd dimension [Prod. category] - Define its matching rule to [Contains] - Set its value to [Shoes] *Important : This setup is just an example. Dimensions & Values you’ll use depend on how you define your Measurement Protocol Hits. -- Lists Index

86. MP* & Emailing Measurement Protocol can be used where standard GA implementation can’t work e.g : Email Openings could be tracked in GA * Measurement Protocol Track email openings in GA by placing an image in the content of the email, & personalize the CID value for each of your email recipients. <img src=”http://www.google-analytics.com/collect?v=1&tid=UA-XXXXXX-X &cid=3456.77777&t=event&ec=emailing&ea=opening&el=Fall2015”> GA CID 3456.77777 --

87. Remarketing & Email openings Using Measurement protocol Hits to create Audience Lists : Users that have opened an email but who have not visited the site afterwards Custom Combo in AdWords: To target this specific audience, we’ll need to create a custom combo in AdWords. List A contains Email openers List B contains Email openers that have then visited the site [List A] - [List B] will then exclusively target Users that have NOT visited the site afterwards. -- List A List B LIST A LIST B Note : This will work if Users are in an eligible Session to Hit time frame (See this slide) Lists Index

88. -- Part IV : Cross Device

89. Cross-Device Remarketing Cross Device Remarketing could potentially be deployed, but it requires : - Usage of Custom Dimensions - Data Import - A subsequent visit from another device after Data import - That you can identify this user on this other Device or that this user has already logged-in on this other device and that you’ ve setup his CRM iD in a custom Dimension - That your Lists contain enough users to start serving --

90. in-a-Nutshell ... User YYYYY GA CID 3456 GA CID 1128 Session #1 Session #2 Cart Abandonment DATA IMPORT GA CID 1128 CRM ID ABCDE Customer type CART ABANDONER CRM ID ABCDE Session No Login Session with Login GA CID 9999 Session with Login GA CID 9999 Session with or without Login• Device from where cart has been abandoned can be targeted right away • Other devices without any login before data import would need a subsequent Logged-in visit • Other devices where users had already login, and where GA cookie is still present could be retargeted after data import as soon as there is a subsequent visit (with or without Login) --

91. Cross-Device Remarketing -- Leveraging Data import for Cross-Device Remarketing e.g : Cart Abandoners - Click on [Conditions] category - Select [Users] for the List scope - Choose [CustomerType] as a dimension - Set a [exactly matches] rule - Set [Cart Abandoner] for its value Note: you may have different dimension names & values as this is coming from custom implementation of GA *Important : To Retarget Users on different devices you always need a visit to occur on these devices after that Data Import has been performed (See previous slides). Lists Index

92. -- Part V : Apps Marketing

93. GA (re)marketing for Apps Finely tune who promotions and monetization campaigns are targeted to using GA Audiences within your Admob Management interface. IAP Ads in-App Remarketing Powered by --

94. GA identifier for Apps *UUID means Universally Unique IDentifier cid=35009a79-1a05-49d7-b876-2b884d0f825b We call this a UUID* This is how GA for APPs recognize Unique Users. The UUID is randomly generated for each instance of an APPLICATION INSTALL --

95. Apps iDs Matching User ZZZZZ UUID 1128 Session #1 Session #2 Session #3 ADID=28DDZLK987DHDKZ eg : List definition = Users with more than 2 Sessions Display Ads within Your App Retarget Users on the Admob Network Audiences Lists for Apps: GA Remarketing for Apps uses a matching between Advertising iDs (AdiD & iDFA) with the GA UUID. - Lists can have a duration or 540 days. - Look-back window is also available for Apps Remarketing. - Privacy policies must be updated, as in standard Web. --

96. AdMob Audience Builder The Admob Audience List Builder makes it easy for developers to build audience lists using familiar and powerful segmentation tools right from the AdMob front end. Once created, these lists can be used to better target house ads, in-app purchases, and monetization ads all based on the user behavior. -- Important : You need to connect your Admob Account to your Google Analytics account to leverage GA Audiences

97. In-App Marketing Let’s see how to create an Audience List based on App Data Users that have spent more than 5 minutes in your App - Click on [Conditions] category - Select [Users] for the List scope - Choose [Time on Screen] as a dimension - Select [per User] for its scope - Set a [Greater than or equal to] rule - Set 300 for its value Create Lists in -- Lists Index

98. In-App Marketing Let’s see how to create an Audience List based on App Data Users that are equipped with version 1.5 of your App - Click on [Conditions] category - Select [Users] for the List scope - Choose [App Version] as a dimension - Set a [contains*] rule - Set 1.5 for its value * You could set a more restrictive rule, such as [Matches exactly] if other app versions (e.g 1.5.5) also contain your dimension value -- Create Lists in Lists Index

99. In-App Marketing Let’s see how to create an Audience List based on App Data Users that have failed twice to pass first levels of your game - Click on [Sequences] category - Select [Users] for the List scope - Choose [Event label] as a dimension - Set a [matches regex] rule - Set Level(d*)?[0-5]$ for its value - Add a AND operator - Choose [Event category] as a dimension - Set a [contain] rule - Set [Failed] for its dimension - Choose a [is Followed by] rule - Duplicate the above conditions -- Create Lists in Lists Index

100. Resources • On the air. Unaware • --

101. Lists Index -- • Users who visited a specific section of the site • Users with revenue above 100 during a 30 days time frame • Users spending more than 5 minutes on the site during a 30 days time frame • Users who visited the site at least 3 times during a 30 days time frame • Users who added a Product to their cart (or removed a product from their cart) during a 30 days time frame • Users that performed Search on the Website • Converters that return on the site without purchasing again • Users coming from specific campaigns (e.g Generic Search campaigns) • Logged-in Users • Gold Customers (CRM Integration) • Users with Life-time value between 1000 & 4999 (CRM Integration) • Users with last purchase in July 2014 (CRM Integration) • Users that have purchased Shoes in the Paris physical store • Users that have opened an email but who have not visited the site afterwards • Cart abandoners (CRM Integration for Cross Device Remarketing) • Users that have spent more than 5 minutes in your App (in Apps Marketing) • Users that are equipped with version 1.5 of your App (in Apps Marketing) • Users that have failed twice to pass first levels of your game (in Apps Marketing) All these lists are Compatible with GDN Remarketing & with Remarketing Lists for Search Ads in-App Marketing Only

102. Additional Resources -- • Google Analytics Developer Guides - Importing User Data in GA for Remarketing - Data Import Developer Guide - Custom Dimensions & Metrics Developer Guide - Retrieving GA Client iD • Analytics Help Center - Google Analytics Remarketing - Dynamic Remarketing with Google Analytics - Data Import in Google Analytics - Google Analytics & Admob • External Guides & Articles - Regular Expressions for Google Analytics by LunaMetrics

103. Outro. Luigi Reggiani Head of Data Analytics, Google EMEA @LuigiReggiani Leverage GA to have 1:1 Conversations with your prospects & Customers. Persuasion is an Art. Coherence is a Duty Made in Paris - November, 2015.

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