Google Analytics Nng Cao

Mai Phng Hi Ly
Adwords Specialists, Google Southeast Asia

Google Analytics Nng Cao

Google Confidential and Proprietary

Ni dung ca bui to m ngy hm nay

Ci t Mc Tiu (Goals)

Ci t bo co Thng Mi in T/Ecommerce

Remarketing/Tip th li vi Google Analytics

Th nghim ni dung - A/B Testing

@vinoaj

Google Confidential & Proprietary

Google Analytics Goals

Mc tiu tip th

Google Confidential and Proprietary

Mc Tiu (Goals)
Mi trang web u phi c mt Mc tiu
Mc tiu kinh doanh ca chng ta l g?
L do chng ta c mt website?

Cc v d :

Trang Cm n

Download Phn Mm

ng K Ti Khon

Xem hn ba trang web

@vinoaj

Google Confidential & Proprietary

trn trang web hn

5 pht

Mc Tiu (Goals)

Trong Google Analytics, mt mc tiu i din cho mt mc tiu ca

trang web, v d nh:
Mt trang c xem bi ngi dng sau khi h thc hin mt hnh vi c

mong mun.
Mt khong thi gian c th trn trang web ca ngi dng.
Mt s lng trang web c th c xem bi ngi dng trn trang web.

@vinoaj

Google Confidential & Proprietary

Bn Dng Mc Tiu
Trong Google Analytics, c bn dng mc tiu:
Mc tiu trang ch s kch hot mt chuyn i khi khch hng xem mt trang c th trn

website ca bn.
Mc tiu thi lng trn trang web s kch hot mt chuyn i khi khch hng trn trang

web ca bn lu hn hay ngn hn mt khong thi gian m bn chn.

Mc tiu s trang mi truy cp kch hot mt chuyn i khi mt khch hng xem nhiu hay

t hn mt s lng trang mi lt truy cp.

Mc tiu s kin kch hot mt chuyn i khi mt khch hng tng tc vi ni dung c th

theo di c lp t trang web hoc ti mn hnh.

@vinoaj

Google Confidential & Proprietary

BC

MC TIU

o lng Mc tiu trong qu trnh mua hng

trn trang web
> 3 pht

Xem video sn
phm

To ti khon
thnh vin

Mua hng

Vo > 2 trang trn

domain

Thm trang Tnh

nng Sn phm

ng k bn tin
khch hng

S dng cng c
tm kim a im

Nhp vo nt
Like trn
Facebook

Ti v coupon

a Thch

Hnh ng

Vo thm trang
V chng ti

Nhn Thc

@vinoaj

Xem Xt

Google Confidential & Proprietary

Nh vy vi n v bn hoa ti online
Mc tiu 1: Khch hng trn trang web t 3 pht tr ln
Mc tiu 2: Vo trn 2 trang con trn domain
Mc tiu 3: Khch hng xem video sn phm
Mc tiu 4: Khch hng thm trang Tnh nng Sn phm
Mc tiu 5: Khch hng to ti khon thnh vin
Mc tiu 6: Khch hng ng k bn tin khch hng
Mc tiu 7: Khch hng nhp vo nt Like trn Facebook
Mc tiu 8: S dng cng c tm kim a im ca hng (xem bn trn
trang web)
Mc tiu 9: Khch hng ti v coupon
Mc tiu 10: Khch hng hon tt thanh ton
@vinoaj

Google Confidential & Proprietary

Ci t Mc Tiu

@vinoaj

Google Confidential & Proprietary

Ci t Mc Tiu
To Mc Tiu

@vinoaj

Google Confidential & Proprietary

M T Mc Tiu

@vinoaj

Google Confidential & Proprietary

Ci t Mc Tiu
M T Mc Tiu

@vinoaj

Google Confidential & Proprietary

Chi Tit Mc Tiu

Bt u bng: /muahang/
Bng: /muahang/dangki.html

Nhp thng tin Mc tiu:

Copy v dn URL mc tiu,
thng l trang Cm n v
Xc nhn

ng URI

nh ngha knh (Khng bt

buc):

http://www.example.com/thankyou.html

Copy v dn URL mc tiu ca

tng bc trong qu trnh

Lu : Cho c mc tiu v nhm knh, chng ta khng phi vit ton b ng URL. Chng ta
ch cn thm ng URI cn thit (chi tit trang web sau tn min hoc tn trang ch, v d
/category.asp)
@vinoaj

Google Confidential & Proprietary

nh ngha cc Mc tiu theo ngng

Mc tiu thi lng trn trang
web

Mc tiu S trang/Mn hnh truy cp

Mc tiu theo ngng thch hp nht o s tng tc ca ngi

dng vi trang web.
@vinoaj

Google Confidential & Proprietary

 2008 Google

Gi tr ca Mc tiu
Gn gi tr tin t cho cc mc tiu
V d:
1.
2.
3.

i bn hng c th k hp ng vi 10% khch hng yu cu gi li.

Gi tr trung bnh mi giao dch l 500.
Theo , bn nn gn $50 cho mi mc tiu Lin lc vi ti

Gi tr Mc tiu

@vinoaj

Google Confidential & Proprietary

Cu hi: Nu ti mun o lng

s ngi li trang mua hng t
1 pht tr ln, ti nn s dng
loi mc tiu no?
a. Trang ch
b. Thi lng
c. S trang
d. S kin

Google Confidential & Proprietary

Nhp mc tiu t GA sang Adwords

Li ch ca vic nhp mc tiu Google Analytics

Truy cp vo chuyn i v d liu Google Analytics c lin quan n
nhp chut AdWords ca bn.
Xem d liu chuyn i Google Analytics trong AdWords.
Cho php Trnh ti u ha chuyn i truy cp vo d liu gip ti u
ha gi thu, c kh nng tng chuyn i v gim chi ph.

@vinoaj

Google Confidential & Proprietary

Nhp mc tiu t GA sang Adwords

nhp mc tiu Analytic sang ci t chuyn i ca Adwords, cc iu kin sau cn
phi c bo m:
1. Analytics v Adwords phi c lin kt vi nhau

2. Bt Auto tagging trong ti khon Adwords.

3. Bt chia s d liu trong ti khon Google Analytics cho php Analytics v

Adwords hot ng cng nhau.

4. m bo rng bn thit lp cc mc tiu trong Google Analytics v chng c

cc chuyn i c hon thnh thng qua lu lng truy cp t Adwords.

@vinoaj

Google Confidential & Proprietary

Nhp mc tiu t GA sang Adwords

Nhp Mc tiu sang Adwords:
1.

Vo tab Cng c v phn tch trong ti khon Adwords ca bn. Chn Chuyn i

@vinoaj

Google Confidential & Proprietary

Nhp mc tiu t GA sang Adwords

2. Chn Nhp t Google Analytics bng chuyn i.

@vinoaj

Google Confidential & Proprietary

Nhp mc tiu t GA sang Adwords

3.

Chn Mc tiu hay Giao dch m bn mun t danh sch ny. n nhp

@vinoaj

Google Confidential & Proprietary

GA Goals v Chuyn i Adwords

Analytics: Goals
S lng

AdWords: Chuyn i

Mt ln trn mi phin theo mc tiu c

S ln chuyn i duy nht: Mt ln trn mi

nh cu hnh

nhp chut qung co

Tt c chuyn i: Nhiu ln trn mi nhp
chut qung co

Thi gian phn

Thi gian hon thnh mc tiu

phi

Thi gian ca nhp chut qung co cui

cng trc khi chuyn i, khng phi thi
gian ca chnh chuyn i

Ngun phn phi

Kiu nhp chut cui cng gin tip theo

Ch c tnh nu ngi dng nhp vo

mc nh, nhng khng th nh cu hnh.

qung co t ti khon AdWords (ch lu

lng truy cp google/cpc)

Bo co

c bo co y sau thi hn x l 72

c bo co hng ngy cho thi lng

gi

chuyn i m bn chn (7-90 ngy, mc

nh: 30 ngy)

@vinoaj

Google Confidential & Proprietary

Gii thiu v thng mi in t

INTERNAL: Google Confidential and Proprietary

Ti sao phi dng thng mi in t thay v

Mc Tiu
Nu bn c nhiu dng sn phm: Bn c th xem thng tin v sn phm v giao dch, gi tr t
hng trung bnh, t l chuyn i thng mi in t, thi gian mua hng v cc d liu khc.
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Ci t Thng Mi in T
Bc 1
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Ci t Thng Mi in T
Bc 2 : Ci M thng mi in t/Ecommerce code bn cnh th Analytics
Ti sao phiHng
thit lp theo
dinu
thng
mis
indng
t?
dn
bn
Google Tag Manager

@vinoaj

Google Confidential & Proprietary

Ci t Thng Mi in T
S dng Bo co : Theo di doanh thu mi giao dch v s lng sn phm trn mi giao dch
Ti sao phi thit lp theo Sn
di thng
inbn
t? chy v theo suy lun, sn phm no ph hp nht
phmmi
no
Khch hng cn bao lu a ra quyt nh mua hng .

@vinoaj

Google Confidential & Proprietary

Danh Sch Remarketing T GA

Google Confidential and Proprietary

To Danh Sch Tip Th Li

1

Ti khon analytics phi c lin kt vi ti khon Adwords

@vinoaj

Google Confidential & Proprietary

To Danh Sch Tip Th Li

Chon ti khon adwords

c lin kt vi ti khon
Analytics

1
2
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Google Confidential & Proprietary

To Danh Sch Tip Th Li

Danh sch nng cao

Mt s danh
sch mc nh
c ngh
trn Analytics

@vinoaj

Google Confidential & Proprietary

To Danh Sch Nng cao - Nhn khu hc

@vinoaj

Google Confidential & Proprietary

To Danh Sch Nng cao - Cng ngh

Apple, Nokia

@vinoaj

Google Confidential & Proprietary

V d, ch nhm
mc tiu n
nhng ngi
dng thit b
ca Apple v
Nokia

To Danh Sch Nng cao - Hnh vi

V d, ch nhm
mc tiu
n
Ch nhm n nhng
ngi
qua mt s phin c th n
trn website.\nhng ngi
dng
thitnhng
b cangi vo nhng
V d: nhm mc
tiu n
Apple trong
v Nokia
cha quay li website
1 tun (>= 7)
Giao dch l tng s ln hon thnh
mua hng trn trang web ca bn.
>=

120

Apple, Nokia

@vinoaj

Google Confidential & Proprietary

Thi gian trn phin ca mi khch

V d: ch tip th li cho nhng
ngi trn phin > 2

To Danh Sch Nng cao - Ngun lu lng

Nhm mc tiu n nhng ngi vo web t ngun c th no

Apple, Nokia

@vinoaj

Google Confidential & Proprietary

To Danh Sch Nng cao - iu kin

y l mt cch nhm mc tiu rt chi tit, s dng c hu ht cc bin trong bng s liu ca
Analytics to iu kin

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
A/B testing

INTERNAL: Google Confidential and Proprietary

Th nghim ni dung
Th nghim hiu qu cho phin bn khc nhau ca trang web v cc dng sn phm
Ti sao phi thit lp theo di thng mi in t?
Tm ra thit k ca trang web/sn phm t c Mc tiu (Goal) hiu qu nht

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 1: Thit k cc trang th nghim cho cc dng sn phm
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 2: Click To Th Nghim vi URL th nghim ca cc trang sn phm
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 3: Ci t URL th nghim v bin th theo hng dn
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 4: Chn Goal/Mc tiu o lng hiu qu cho tng bin th trang web
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 5: Ci t URL ban u v cc bin th theo hng dn
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 6: Ci t URL ban u v cc bin th theo hng dn
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 7: Thm Experiment Code vo URL ban u bt u th nghim
Ti sao phi thit lp theo di thng mi in t?

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 8: Sau khi hon tt ci t, bo co th nghim s t ng chy so snh hiu sut ca cc
Ti sao phi thit lp theo di thng mi in t?
phin bn khc nhau cho cc trang web.

@vinoaj

Google Confidential & Proprietary

Th nghim ni dung
Bc 9: Th Nghim s kt thc khi 1 phin bn website t hiu sut cao nht hoc khng c trang
Ti sao phi thit lp theo di thng mi in t?
phin bn no khc tt hn trang ban u

@vinoaj

Google Confidential & Proprietary

Trn trng cm n!
T vn thm min ph ti s 1800-9294