Mobile Masterclass - PEA - JHB Feb 2016

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Take a seat, we are about to start!

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Proprietary & Confidential
Partner Excellence Academy

Mobile Masterclass
Lisa Leoni, Matt Shaw

Johannesburg, Q1 2016
Confidential + Proprietary
1.
2.
3.
4.
5.
6.
7.
Cross device conversions

Implementation and best practices
GA unique ID
App conversion tracking
GA & AW Mobile key metrics
Mobile best practices
Appendix: product updates
WHAT ARE MICRO-MOMENTS?
Immediacy
Context
Intent
150x
At work, book
Coachella tickets
1:33pm
per day
Buy new tote to

take to Coachella
11:15am
Use maps to get

directions to
Creole food truck
1:13pm
Wake up and
read news online
6:50am
At lunch, play Scrabble

while waiting in line
11:36am
On the bus, read articles

about Coachella
Browse festival
styles on YouTube
8:42am
7:15pm
Use flashlight app to

find dropped earring
At bus stop, listen
to new music playlist
8:30am
On bus, check email

for sales this weekend
11:09pm
5:29pm
CONNECT THE DOTS

1
Identify your
micro-moments
Deliver on needs
in the moment
Measure every
moment that matters
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Micro-moments
What Micro-moments mean to measurement

Fragmenting the consumer journey
People purchase across
screens
of people say they use
multiple screens for
everyday activities, such
as booking a hotel or
shopping for electronics
Digital drives people

in store
of consumers do
research before
entering a store
Mobile is the new

shopping assistant
of smartphone users
turn to their devices
to help them make a
product decision
when in stores
40%
of smartphone users who

research on their mobile
device go on to purchase
on a desktop
Looking only at traditional same

device metrics oversimplifies
your customers paths to
conversion
Source: Google/Ipsos/Sterling, The New Multi-Screen World Study, August 2012
Connect the Dots
Performance vs perceived Performance

Conversions that start and end on mobile are only one slice of a much larger pie
App
Downloads
Calls
Mobile
Conversions
Store
Visits
Cross Device
Conversions
Micro-moments
End Silos
62%
of marketers measure
marketing efficiency and
effectiveness based on
each specific channel or
campaign
Remove the silos and create

closer collaboration
Cross-device Conversions
Conversion Tracking for a Multi-Screen World
Cross-Device Tracking in the Industry

USER LOGIN
STATISTICAL
ATTRIBUTION
Uses probabilistic analysis of nonPII data to determine if multiple
devices belong to same user,
Keeping track of devices and

browsers as the user logs in to a
web service
Most accurate data
No trace left (cookie) on user device.

Step away from fingerprinting but
perceived / defended as more
privacy friendly by ad industry, since
it adds abstraction layer over
matching the non-PII data
FINGERPRINTING
(DEVICE HEURISTICS)
Persistently and universally

identifying a device and/or user by
matching IP addresses, OS/Browser
version, timezone as well as 3rd
party login data in some cases (PII)
Historically perceived as creepy by
consumers and shied away by
marketers
Accuracy is often problematic
Source: Lorem ipsum dolor sit amet, consectetur

adipiscing
elit. Duis non erat sem
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GOOGLE
SOLUTIONS
Our Tracking Solutions for

Channel and Device-specific Insights
INTRA-CHANNEL
MULTI-CHANNEL
CROSS-DEVICE
ONLINE-TO-OFFLINE
Within a single paid channel
Across paid & non-paid channels
Across devices
Across online & offline channels
SEARCH FUNNELS
IN ADWORDS
MULTI-CHANNEL FUNNELS
IN GOOGLE ANALYTICS
ESTIMATED CROSS-DEVICE
CONVERSIONS IN ADWORDS
OFFLINE CONVERSIONS IN
ADWORDS & GOOGLE ANALYTICS
USER ID IN
GOOGLE ANALYTICS
ONLINE-TO-STORE
TRACKING IN GOOGLE ANALYTICS
MULTI-CHANNEL FUNNELS
IN GOOGLE ANALYTICS

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Cross-Device Conversions in a nutshell
WHAT?
See critical insights in AdWords on how your
mobile ads assist other devices to acquire and
retain customers.
SIGN UP
HOW?
No action necessary if you have already
implemented Conversion Tracking
across your web and mobile assets.
Our Mobile Display campaign generated 40 conversions but

contributed to 80 conversions that occurred on other devices

adipiscing
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How does it work?
OBSERVE CROSS-DEVICE
CONVERSIONS
Based on your conversion tracking

pixel, we observe cross-device
conversions from a sample of
previously logged-in users*
ESTIMATE CROSS-DEVICE
USERS & EXPAND DATA TO
NON SIGNED-IN USERS
SURFACE DATA ONLY WHEN

HIGHLY CONFIDENT
We use tested assumptions

(e.g. device type) & other signals
(e.g. landing page) to estimate the
total number of cross-device users
and expand conversion data
Campaign and ad groups must

meet certain traffic thresholds for
statistically significant estimates
to be available
Anonymous users previously logged into

Google properties on multiple devices
CROSS-DEVICE CONVERSION GUIDE AVAILABLE HERE

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Methodology: For the portion of users that arent signed in,

we use a sophisticated algorithm to extrapolate to all conversions
95%
On a network, everyone
estimates--but we do it
the best and with the
most consumer privacy
Our cross-device measurement solution anonymously

observes conversions from users across all Google properties

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Breadth: We have cross-device not just for Display or Search, but soon
across the entire Google ecosystem

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Whats Googles advantage

SCALE
Only 3-4 companies in the

world have comparable
bases of signed in users
across devices
METHODOLOGY
Everyone estimates on a
network but were the most
transparent and the most
consumer privacy focused
BREADTH
Soon well have crossdevice across the entire

stack (not just one site or
app)
Previously signed into Google

properties on multiple devices
Questions?
Implementation and
Best Practices
Finding Cross-Device Conversions in the AW interface

Campaign & Ad Groups Only
Added automatically
Add column manually
Add the Cross-Device Conversions column to find drivers of Cross Device Conversions
Segment by device for mobile attribution view
Finding Cross-Device Conversions in the AW interface
Cross Device Conversions mixed with traditional metrics
SEGMENTED FOR MOBILE
TOTAL
REVENUE
CPA
CONVERSIONS
AVG. ORDER
REVENUE PER
OR GOAL VALUE
CLICK
ROI
894
1114
$8.98
9.28%
12,254.00
1.23
11.00
1.02
289
412
$8.25
4.58%
6,180.00
1.82
15.00
0.69
361
553
$2.89
7.37%
33,180.00
20.74
60.00
4.42
What % increase How much does

do you see?
mobile CPA drop?
Does mobile ROI

improve significantly?
Focus on Campaigns and Ad Groups with high uplift + 'headroom'

Knowledge Check: Where is the conversion counted?
1st click on
Search ad
2nd click on organic

& convert
1st click on
Search ad
2nd click on Search

ad & convert
1st click on
Search ad

& convert
Knowledge Check: Where is the conversion counted?
1st click on
Search ad

& convert
1st click on
Search ad
2nd click on Search

ad & convert
1st click on
Search ad

& convert
Cross-device conversions are de-duplicated against regular AdWords conversions,Proprietary

so + Confidential
you dont need to worry about double counting.
X-Device
Conversions
Ad Click #1
Ad Click #2
Conversion
Conversions
Search
Display
Organic
Display = 1
Display
Search
Organic
Search = 1
Display
Search
Organic
Search = 1
Questions?
Best Practices to get good cross-device data

Be present on Mobile
AW Conversion Tracking code on all relevant
conversion pages on all devices
Use Cross-account Conversion Tracking if you have
multiple accounts in the same market
Do not use conditional tag firing for the AW
Conversion tracking tag
Set an appropriate conversion window length
Accommodate cross-device behavior
Use the same tag for desktop/mobile sites & apps


<script type=text/javascript>
/* <![CDATA[ */
var google_conversion_id = 1234567890;
var google_conversion_language = en;
var google_conversion_format = 2;
var google_conversion_color = ffffff;
var google_ conversion_label = xxxxxxxxxxxxxxxx_XX;
Capture All Possible Conversions
Why: You need consistent tracking to capture cross-device behavior.

Enable cross-account conversion tracking
Why: Cross-account conversions report multi-device users interactions with

you across accounts.
Avoid conditional firing on your tags
Why: Conditionally firing your tag limits your insight.

Consider longer conversion windows
Why: Users who research across multiple devices generally take longer
to convert.
Design apps/sites to facilitate cross-device actions

add to bag
Sale ends 5/30/15

Pricing Policy
Share
Reviews
Shipping & Returns
Special Offers
Why: If a user cant convert on her current device, make it easy to save and
convert later.
Align ads with what someone can do on current device
luxury
furniture
Custom, Luxury Furniture

Buy Artisan, Hand-Made Furniture.
Download Our Spring Catalog.
www.example.com
Spring Catalog
Set Bids and Messaging for

Cross-Device Behavior
Why: Users are more likely to complete a task if they know that task will be
achievable in their current situation.
Mobile Bidding
AW Automated Bidding to Total Conversions
Benefits of Automated Bidding to Cross-Device Conversions
Googles bidding algorithm automatically

maximizes your conversions across devices; no
need to manually set a mobile bid modifier
The bidding algorithm learns which factors

drive cross-device conversions and bids more
accurately, particularly on mobile, resulting in
faster results and higher total conversions
across your account
Know desktop uplift vs. mobile uplift
General
14.4%
16.6%
18.5%
Why: You can adapt your strategy according to the performance you see
across devices.
Questions?
GA and User ID
Universal Analytics User-ID Tracking

The Universal Analytics User-ID
feature helps link together
sessions by the same user on
different devices*
<UID>
<UID>
<UID>
<UID>
* You need to be able to identify the user

(e.g. upon login to your site) and pass a
User Identifier to UA
Learn more here
From session based to USER focussed measurement
How does it work?
How does it work?
Hits from the same

user can be grouped
together as long as
each hit has the same
User-ID.
How to set up User ID?
How the tag should be modified?

<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-x, auto);
ga(set, &uid, {{USER_ID}}); // Set the user ID using
ga(send, pageview);
</script>
Unveil more insights, with Universal Analytics

Device Overlap
Cross-Device Reports
shows you the proportion of your user base who have

interacted with one or several different devices.
helps you connect data about devices and activities

from different sessions in steps.
Reports - User ID Coverage
Reports - Device Pathing
Summary: What Google offers

MEASUREMENT
CHALLENGES
GOOGLE
SOLUTIONS
CROSS- DEVICE
CONVERSIONS IN
ADWORDS
CROSS-DEVICE
USER ID IN GOOGLE
ANALYTICS
UNIQUE INSIGHTS
Our Mobile Display

campaign generated 40
conversions and contributed
to 80 conversions that
occurred on other devices.
ACTION
Use insights from mobile

reports to maximize
performance across devices
Users who started their

journey on mobile brought us
most revenue in last 30 days
Summary
1.
2.
3.
4.
User behavior has changed - we are all about micro-moments now. This forces us to re-think
measurement.
Googles cross-device conversion tracking solutions allow to measure conversions across devices
with uncomparable scale and breadth using a transparent, privacy-focused methodology.
Cross-device conversions are already available in accounts - no implementation necessary! However,
consider Universal Analytics for advanced cross-device measurement.
Cross-device conversions will help to re-think your bidding across devices, and were here to help
with automatic bid optimization for all conversions.
Questions?
In-App Tracking
App Measurement
CODELESS TRACKING (ANDROID ONLY)
Requires no additional code in your app
CONVERSION TRACKING SDK
Tracks across Android and iOS installs, in-app conversions,

and can be used for remarketing
THIRD PARTY TRACKING
Tracks app opens and de-dupes across

various ad networks; install postbacks now live!
GOOGLE ANALYTICS
Best-in-class in-app analytics tracks how users from different

sources engage with your app over time
Knowing the value of an app user, not just the cost per
install, is key to a successful app business
Make sure you know:
Where your downloads are coming from.
What channels drive the most engaged app users.
How to target and optimize ad spend based on the level of user

engagement.
Measuring lifetime value of your app users

In-App Conversion Tracking allows you to understand what users do after they
download your app
Adwords allows advertisers to track and report in-app conversion events in AdWords (ex: registrations, sales).
This data can be used to optimize campaigns to acquire the highest value users
In-App AdWords conversion tracking

This AdWords feature allows advertisers to track specific
user engagement after the app has been downloaded via
an app promo campaign in AdWords.
Advertisers can register any in-app actions as conversions
in AdWords.
Examples include sign-ups, video views, purchases, etc.
In-app conversion tracking works across Mobile Web and
AdMob on Android. For iOS, it is only available for AdMob
Advantages of In-App conversion tracking

In-app conversions serve as a proxy for the
lifetime value of app users.
Advertisers can measure and optimize their
campaigns by the valuable actions that users
take beyond the download.
Conversions can be one-time or many-time
events, and advertisers can register as many
events as they'd like.
Implementation overview
1. Decide which in-app actions offer useful signals for
user engagement.
2. Register new conversion event in AdWords &
download the code snippet.
3. Incorporate the code snippet(s) into your app or

utilize server-to-server API pings.
New app promotion lifecycle
Advertise your app with

Google
Users download your

app
Users interact
with the app
Conversions "fire" on
app download & other
pre-defined key events
Measure & optimize your ROI

Mobile tools to note
Mobile friendly test
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PageSpeed insight
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Some Key Metrics in GA
Mobile insights in AdWords

Mobile Trends
Breakdown by device

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Product Updates
Cross-Account Conversion Tracking
Setting up Cross-Account Conversion Tracking

Overview
What's different?
What's not different?
1.
Advertiser sets up Conversion Tracking in the MCC.
1.
Generate Conversion Tracking code and place on

appropriate page on website.
2.
AdWords accounts can use either MCC Conversion

Tracking or account Conversion Tracking, not both.
2.
Ability to setup multiple conversion types (for example to

measure both sales and leads).
Advertiser selects which accounts within the MCC utilize

its Conversion Tracking.
3.
Ability to set up different types of conversions (for

example a page on a website, app downloads).
Accounts which use MCC Conversion Tracking must adopt

all of its conversion types.
4.
Ability to measure not only the number of conversions, but

also their associated value.
3.
4.
5.
Administrators of the MCC setup Conversion Tracking.
Cross-Account Search Funnels
Simplified tagging
Deduplication of Conversions
Setting up Cross-Account Conversion Tracking

How-to
Advertiser (or agency) identifies the appropriate MCC.
MCC administrator creates a new conversion type in the MCC and tags their site.
Administrator selects which accounts they'd like to use MCC Conversion Tracking.
Accounts will immediately begin actively using the MCC's conversion types.
After 30 days the advertiser can remove old conversion tags. Or keep them in place,
if they may want to reactivate them in future.
Customer Match
Unlock the power of your customer data
Realize the full value of your customer data with

Customer Match
Target customers that
you know
Exclude current
customers to only reach
new customers
Reach users similar to

your customers
Customer Match: How it works
Upload first-party data in AdWords

as an audience list
Lists are uploaded via a privacy-safe, hashed method. Lists can include both
@gmail.com, as well as non @gmail.com addresses
Important note
AdWords matches your email addresses to Google

accounts
Matched audience lists can be targeted to TrueView,

Search and Gmail campaigns.
Once we create your audience list, we discard all data (delete the list)
You target or exclude your new audience list across

devices and channels
Improve reach of your Search, Gmail and YouTube campaigns
On Gmail, only @gmail.com matched accounts are

targetable (since ads show in the Gmail
environment).
On YouTube and Search, all matched accounts are
targetable.
AdWords generates Similar Audience lists from

original email lists (when eligible)
Improve reach of your Gmail and YouTube campaigns
MCC List Sharing
MCC List Sharing

If you have multiple AdWords accounts, you can now:
Create a single Remarketing tag at the Manager level for user in all or some of your
managed AdWords accounts
Create lists (or import lists from GA) at the Manager level for use in all or some of your
managed AdWords accounts
Share existing lists in your managed accounts for use in other managed accounts
To use this feature, all accounts must be within the same AdWords manager account. To create
an AdWords manager account, follow these steps.
What are the Audiences supported by MCC List

Sharing?
Audience lists supported: AW lists, Similar Audiences, RLSA, GA lists, Play lists,
Masthead and Customer Match (email lists).
Lists not supported: Regular YT lists and DoubleClick.
In order to share lists between accounts, the people seeing your ads must understand
that they're seeing those ads based on a website they've visited.
Universal App Campaign
Universal app campaigns are a one-stop-shop to reach

the right users to install your app while they...
Discover
on Play
Search
on Google.com
Engage
with Apps
Surf
the Web
Watch
on YouTube

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Campaign Set-Up Is Simple
Upload a few lines

of ad text & optional video
Input your locations,

languages, daily budget
& target cost-per-install
Your app ads run

across all of Googles
app install inventory!

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Agency Support
Your Agency Support Team
Monday - Friday
10am - 5pm
Monday - Friday
10am - 5pm
Monday - Friday
10am - 5pm
Chat from top MCC
Insert top MCC ID when emailing

from the HC
0800 000 777

Insert top MCC ID when calling

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Welcome

Take a seat, we are about to start!

Proprietary & Confidential

Partner Excellence Academy

Lisa Leoni, Matt Shaw

Cross device conversions

WHAT ARE MICRO-MOMENTS?

Buy new tote to

Use maps to get

At lunch, play Scrabble

On the bus, read articles

Use flashlight app to

On bus, check email

CONNECT THE DOTS

What Micro-moments mean to measurement

Digital drives people

Mobile is the new

of smartphone users who

Looking only at traditional same

Source: Google/Ipsos/Sterling, The New Multi-Screen World Study, August 2012

Connect the Dots

Performance vs perceived Performance

Remove the silos and create

Cross-Device Tracking in the Industry

Keeping track of devices and

No trace left (cookie) on user device.

Persistently and universally

Accuracy is often problematic

Source: Lorem ipsum dolor sit amet, consectetur

Our Tracking Solutions for

Within a single paid channel

Across paid & non-paid channels

Across online & offline channels

Source: Lorem ipsum dolor sit amet, consectetur

Cross-Device Conversions in a nutshell

Our Mobile Display campaign generated 40 conversions but

Source: Lorem ipsum dolor sit amet, consectetur

How does it work?

Based on your conversion tracking

SURFACE DATA ONLY WHEN

We use tested assumptions

Campaign and ad groups must

Anonymous users previously logged into

CROSS-DEVICE CONVERSION GUIDE AVAILABLE HERE

Source: Lorem ipsum dolor sit amet, consectetur

Methodology: For the portion of users that arent signed in,

Our cross-device measurement solution anonymously

Source: Lorem ipsum dolor sit amet, consectetur

Source: Lorem ipsum dolor sit amet, consectetur

Whats Googles advantage

Only 3-4 companies in the

Soon well have crossdevice across the entire

Previously signed into Google

Finding Cross-Device Conversions in the AW interface

Finding Cross-Device Conversions in the AW interface

Cross Device Conversions mixed with traditional metrics

SEGMENTED FOR MOBILE

What % increase How much does

Does mobile ROI

Focus on Campaigns and Ad Groups with high uplift + 'headroom'

Knowledge Check: Where is the conversion counted?

2nd click on organic

2nd click on Search

2nd click on organic