A version of the following post originally appeared on the DoubleClick Advertiser Blog.

• How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
• What unique experiences are publishers developing that add value to consumers and advertisers alike?
• How do CMOs best use social with other marketing channels to build strong brands?  

9:00 - 9:30 am	Connecting Digital, Accelerating Growth Neal Mohan, VP Display Advertising, Google
9:30 - 10:00 am	The Coca-Cola Company's Liquid & Linked Marketing: How a 127-year-old company is pivoting for success in a real-time, socially-connected world The Coca-Cola Company sells over 500 brands in 207 countries, with over 700,000 System associates and 1.8B+ servings of their beverages everyday.  Hear insights and lessons learned on how the world's most valuable brand is remaining relevant by becoming more connected, transparent and nimble in real-time. Wendy Clark, Senior Vice President, Integrated Marketing Communications and Capabilities, Coca-Cola
10:00 - 10:35 am	Advertisers Must be Inventors This year, Volkswagen and Deutsch LA partnered with Google to work on a briefto re-imagine how to build a stronger, bigger community around its brand.  In today’s connected world, telling stories alone isn’t enough; we need to create tangible value and utility to bring the brand’s promise to life. In this session the creative team from Deutsch LA will be talking about the process for developing more rewarding and shareable experience. Winston Binch, Partner/Chief, Digital Creative Officer, Deutsch LA David Kim, Group Creative Director, Deutsch LA
10:35 - 11:15 am	Time to Rethink the Marketing Mix? Emerging trends in digital marketing -- including new ad formats, the rise of social media, and proliferation of channels -- are creating new challenges and opportunities for brand marketers. What are the key trends marketers should be concerned about -- and how should they respond? AdAge deputy editor Michael Learmonth poses the hard questions in an executive dialogue on what’s next for brand marketing. Fireside chat with: Michael Learmonth, Deputy Managing Editor, Advertising Age Lorraine Twohill, VP, Global Marketing, Google Jonathan Nelson, CEO, Omnicom Digital
11:15 am - 12: 15 pm	New and Native: Extending the Conversation Technology has had a profound impact on the media industry. This disruption, though, has brought along significant opportunities for creative publishers to thrive. In this session we’re bringing in three executives to show how they’ve leveraged the digital revolution to deliver more engaging content and differentiated solutions to advertisers. Randall Rothenberg, President & CEO, Interactive Advertising Bureau  (provocateur) Jim Lanzone, President, CBS Interactive Peter Horan, President & Chief Operating Officer, Answers Meredith Kopit Levien, Group Publisher & Chief Revenue Officer, Forbes Media

It was a busy week in San Francisco at Google I/O. We unveiled new products and features, such as deeper mobile app analytics integration with Google Play and Google Tag Manager for mobile apps. If you missed the earlier announcement, you can learn about our new features here.



We also gave several great presentations on some of our new features. Our Developer Relations team also showed off some tools for multi-screen measurement here, so take a look if you didn’t manage to catch our livestream this past Thursday.

We also presented on dynamically configuring mobile applications using Google Tag Manager for mobile apps, and talked about Google Analytics and AdSense data analysis in BigQuery.

It was great to see so many GA users and developers-- we can’t wait to see everyone next year at I/O!


Posted by Aditi Rajaram, Google Analytics team

The landscape in data analysis has changed rapidly in the past few years. Organizations and developers are analyzing larger data sets, from more data sources, to drive their decision-making. They are examining huge volumes of unsampled data to make informed business decisions--often mining information in business intelligence tools for strategic insights. For the data scientists that perform these analyses, having direct granular access to Google Analytics data is becoming increasingly important.

1. Leverage Google’s massive computing power to get business insights from big data in seconds rather than hours.
2. Analyze massive amounts of data in the cloud with no up-front investments (hardware provisioning or software licensing investments).
3. Share and collaborate quickly and securely using Access Control Lists. 
4. Store as much as you want, paying only for what you use.
5. Protect your data with multiple layers of security from Google.

• Analyzing visitor behavior across very large date ranges. Answer the question: "From 2010 to 2013, which sections of my site had the most volatility in daily traffic volumes?"
• Joining against data from other sources. Make detailed, custom analyses, such as: "I have a database that contains all the metadata about each article posted on my site and would like to see the bounce rate, conversion rate and new visitors generated by author and topic."
• Understanding complex queries. Answer the question: "Of the visitors to my site that used a voucher code, how many originally discovered my brand from a voucher code site and how many left the checkout process and returned within 10 minutes with a voucher code? Which codes were used in each case?"
• Integrating with Data Warehouses. Make detailed, custom analyses, such as: "On a weekly basis, for each of my logged in customers, I want to see the top 5 products that they viewed but did not buy and add that information into their record in our CRM."

Last year at I/O we launched Mobile App Analytics, a re-imagining of app analytics from the ground up, speaking the language that matters to app developers and marketers. Since launch, the insights provided are already helping hundreds of thousands of app developers and marketers create more successful Android and iOS apps and experiences by measuring metrics at all stages: acquisition, engagement and outcomes like in-app purchases. 
The data sources you’ll be able to see include:

One powerful feature of Google Analytics is the ability to create filters to limit and modify the traffic data that is included in a profile. Custom filters can be made on specific fields of data; our users have long been asking for more data to filter, especially for mobile and social. We have listened, and are glad to announce an expanded fields list. Full descriptions of the new fields and values are documented here, and following is a summary:

• Is a mobile device
• Is a tablet
• Mobile brand name
• Mobile model name
• Mobile marketing name
• Mobile pointing method
• Mobile has QWERTY keyboard?
• Mobile is NFC supported?
• Mobile has cellular radio?
• Mobile has wifi?

• Social network
• Social action
• Social action target

• Hit type: (page, social, transaction, etc.)
• Internal search term
• Internal search type

• Browser size
• IP version

• Local currency code

Ariat is the leading equestrian footwear and apparel brand in the United States. Their website - Ariat.com - is an ecommerce sales channel, a branding tool, and a medium to feature their channel partners. Its goal is to facilitate the entire buying cycle from awareness to loyalty. 

Over the past year, we’ve been making continued improvements to the Real-Time reports in Google Analytics. Significant updates include real-time now supporting profiles, 4 key analysis improvements as well real-time widgets available for dashboards.

A version of this post originally appeared on the DoubleClick search blog.

Back in October, we announced the beta release of display remarketing from search ads, which allows advertisers to use insights from paid search clicks to remarket to audiences across ad exchanges via DoubleClick Bid Manager, or the Google Display Network (GDN) -- all with a seamless, tagless workflow. 

Savvy marketers understand that you don’t always seal the deal with a single message, image, or advertisement. A user may see a display ad, click on a link from a friend, or do a search before buying something from your website — and all of these interactions can play a role in the final sale. It’s important to understand the entire customer journey so you can measure all of the elements that contribute to your campaigns, attribute the right value to them, and adjust your marketing budgets where appropriate.

That’s the philosophy behind Google Analytics tools like Multi-Channel Funnels and Attribution Modeling. Tens of thousands of our largest advertisers are gaining valuable insights from Multi-Channel Funnels every month, and we’ve collected these insights using aggregate statistics to develop a benchmarking tool — The Customer Journey to Online Purchase. This interactive tool lets you explore typical online buying behavior and see how different marketing interactions affect business success.


The tool draws on Ecommerce and Multi-Channel Funnels data from over 36,000 Google Analytics clients that authorized sharing, including millions of purchases across 11 industries in 7 countries. Purchase paths in this tool are each based on interactions with a single ecommerce advertiser.

You’ll find benchmark data for:

• how different marketing channels (such as display, search, email, and your own website) help move users towards purchases. For example, some marketing channels play an “assist” role during the earlier stages of the marketing funnel, whereas some play a “last interaction” role just before a sale.
• how long it takes for customers to make a purchase online (from the first time they interact with your marketing to the moment they actually buy something), and how the length of this journey affects average order values.

• As you might expect, customers typically click on display ads early in their purchase journeys, but in some industries, such as US travel and auto, display clicks tend to occur closer to the purchase decision.
• Across industries and countries, paid search has a fairly even assist-to-last interaction ratio, implying that this channel can act both in the earlier and later stages of the customer journey.

Advanced tip:

• Once you’ve explored the benchmarks, look deeper into your own marketing data with the Multi-Channel Funnel reports, and consider defining your channels and campaigns to separate out categories that are specific to your business needs.

• in US Tech, online purchases that take more than 28 days are worth about 3.5 times more than purchases that occur immediately. And while 61% of tech purchases take place on that first day, only 53% of revenue comes from single-day purchases.
• in Consumer Packaged Goods (CPG), on the other hand, most purchases (82%) are quick, likely because these are smaller and simpler purchases that don’t require much research.
• in Edu / Gov, 41% of revenue comes from multi-day purchases, but 60% of revenue comes from multi-step purchases — suggesting that even when customers make decisions in a relatively short time period, they often have multiple marketing interactions before purchasing.

Advanced tip:

• In Multi-Channel Funnels or the Attribution Modeling Tool, you can adjust the lookback window to reflect the typical length of the purchase path in your industry. For example, if your business tends to have shorter paths, you can zoom in on paths that take 5 days or less:

Putting the benchmarks to work
For marketers, it’s always a crucial challenge to design campaigns that deliver the right message at the right moment in a customer’s journey to purchase. We hope these benchmarks will provide useful insights about the journey and help you put your business into context. In particular, take a look at the final infographic, the “Benchmarks Dashboard,” to get a quick overview of your industry. Then, when you view your own data in the Multi-Channel Funnels reports in Google Analytics, you’ll gain a better understanding of where different channels impact your conversions and what your typical path looks like, so you can adjust your budgeting and marketing programs accordingly.

Try The Customer Journey to Online Purchase today on Google’s new Think Insights website.

Happy analyzing!

Posted by Paul Muret, Director of Engineering, Google Analytics

The following is a guest post from Jeff Sauer, Vice President at Three Deep Marketing, a Google Analytics Certified Partner. Jeff writes often about Digital Marketing at his Jeffalytics Blog and he writes about Travel on his Free World Traveler blog. 

Bonjour, guten Tag, & hola -- we’re expanding Google Analytics Premium to France, Germany and Spain. Google Analytics Premium is all the power and ease you expect from Google Analytics standard, plus extras that help larger businesses get the most from its robust capabilities. Google Analytics Premium provides access to a dedicated services and support team, service guarantees, and greater data processing power - all for one flat fee.

Now companies can purchase directly from our network of Google Analytics Premium Authorized Resellers in France, Germany, & Spain. Leading up to this launch, we worked with a select few European reseller partners and well known global companies to help us kick the tires and ensure that Google Analytics Premium has been regionally tested for success. Big thank you to our clients 3 Suisses, Rocket Internet, Privalia Group & LAN along with our first reseller partners fifty-five, Trakken, e-Wolff, WATT, Webanalytics.es & Metriplica for sharing with us their experience using Google Analytics Premium.

Here are a few ways that they’ve found Google Analytics Premium to be helpful:


Headquartered in Croix, France
With a presence in almost 20 countries throughout Europe, 3 Suisses is a major e-retailer and the 2nd largest fashion and home-decor site in France. In order to continually improve customer service and site performance in Europe, 3 Suisses chose Google Analytics Premium in part for the close collaboration with Google’s teams. The main objectives are:

• Improve the purchasing experience of millions of customer on their websites
• Optimize the performance of product merchandising for over a million visitors per day
• Enrich CRM programs with web analytics data in order to develop a 360-degree view of customers
• Boost the fast-paced development of 3 Suisses’ e-commerce activities

In order to quickly reach these business objectives, 3 Suisses is working with 55, a long-standing partner well known for its expertise in Business Analytics. 55 are helping to implement and leverage Analytics in all realms of their business organization. A major objective for 3 Suisses is to allow marketers and managers alike to make fast decisions that can help them to achieve their ambitious e-commerce growth targets. The Analytics interface is incredibly user-friendly and easy to use, which makes it an important asset to foster a broad user adoption across 3 Suisses’ teams.



Headquartered in Berlin, Germany
Rocket Internet is a leading international online venture firm & incubator, with over 100+ companies launched in over 25 countries since 1999. Rocket Internet decided to purchase Google Analytics Premium via Trakken Web Services in Germany to support their growing businesses. The additional product features helped them break through the limitations they had been experiencing with the standard version of Google Analytics. Google Analytics Premium’s dedicated account support and increased features helped them to truly scale and grow data driven decision-making across all of their businesses. Read the full case study



Headquartered in Barcelona, Spain
The Privalia Online Fashion Group was founded in Barcelona in 2006, as a private club that offers flash sales on fashion’s top brand at exceptional prices exclusively for its members. They selected Google Analytics Premium through authorized reseller WATT to gain insights on how their users respond to content tests, personalization, and on different types of devices (mobile, tablet, desktop). Read the full case study

“Google Analytics Premium meets the demanding digital analytical needs of Privalia. We find it to be a  comprehensive, flexible, easy to use solution, with a rich pool of professional users in Spain. We have confidence that we can scale with it being backed by Google and the support of its local partner network (Google Analytics Certified Partners). We’ve been impressed at the constant innovation, with new features and improvements released each year without losing usability.”
 - Andres Flores, Marketing Business Intelligence & Web Analytics Manager, Privalia.



Headquartered in Las Condes, Chile and operating in Spain
LAN Airlines is one of the top flight carriers in the world, flying to 96 destinations across Latin America, North America, Europe, and Oceania. Their website LAN.com is a key component of their sales path, they have selected Google Analytics Premium through authorized reseller Metriplica.com in Spain to help them find insights on their digital marketing. They want to find the right information to enable them to make decisions fast, and expand use of analytics throughout their company with the ease of use and robustness of the Analytics Premium platform. They also receive constant support and training from Metriplica to help them grow sales through data based insights.

Google Analytics Premium provides businesses with more processing strength for granular insights, a dedicated services and support team, service guarantees and up to 1 billion hits per month, all for one flat fee. For those with more than 1 billion hits, tiered pricing is available.  Google Analytics Premium helps power the analytics of world-class brands including Travelocity, Gilt, TransUnion, Zillow, Papa Johns & IGN.

We’re excited to see how analytical companies in France, Germany, and Spain take advantage of the data, flexibility and account support offered by Google Analytics Premium. If you would like to learn more about Google Analytics Premium and how it can help your business, contact the Google Analytics sales team or one of our Google Analytics Premium Authorized Resellers.

Posted by Clancy Childs, Google Analytics Premium Team

Since launching Google Tag Manager last October, we’ve had the opportunity to work with lots of great clients and help them to become more agile marketers, boost their website speeds, reduce IT infrastructure headaches, and improve ROI for tagging related projects. We’ve seen impressive growth since the beginning of the year, with nearly 300% growth in traffic and 120% growth in enterprise customers.

We’ve just added a new “Success Stories” page to our website to highlight some of our favorite customer stories. You’ll find case studies from Airbnb, a community marketplace for accommodations, GoPro, maker of wearable cameras, and Magazine Luiza, a large online retailer in Brazil. These are just a few of the many enterprise customers now using Google Tag Manager -- and check back soon, we’ll be adding more stories to the page.


Google Tag Manager is designed to be easy and self-service, but if you’d like extra help (for example, if you have a complex web property with lots of existing tags), many of our clients have worked closely with our Partners, including GoPro, who worked with partner Analytics Pros.

We hope you’ll find these stories inspiring and helpful as you get started with Google Tag Manager.

Posted by Sara Jablon Moked, Product Marketing Manager, Google Tag Manager and Google Analytics

Join the Google Analytics Certified Partners for Google Analytics Conference Nordic in Sweden. 

The following is a guest post by the Analytics Team at Loves Data, a Google Analytics Certified Partner.

• Integrated measurement and analysis of in-store POS systems along with desktop and mobile e-commerce platforms
• Measuring offline macro and micro conversions through physical buttons or integration with CRMs
• Measuring physical interaction for example at display booths at conventions or artworks at major exhibitions through to online engagement on associated websites

Working as a practitioner in house at a technology company, one of my jobs is to teach my team members how to fish with Google Analytics. What should they be looking for in GA? Where do they start? What is meaningful? Are the campaigns being measured? Are the microsites tagged? These are the types of questions I get everyday, and very likely, you do too. 

• Category: location of event (Homepage, About Us page, Resources page, etc)
• Action: action the user took (Video, Whitepaper download, Start Trial, etc)
• Label: specifics about action (Video name, Whitepaper name, detail of linked clicked if there are multiple with same action (ex. Learn more - product A, learn more - product B, etc) 

The Dashboards feature in Google-Analytics is a great way to arrange a set of related custom widgets into a report you look at frequently (for example, see dashboards for a variety of use cases in our Solutions Gallery). Today we’re expanding dashboards’ functionality with four new real-time widgets that you can and plug into any dashboard (new or existing) of your choosing!
Posted by the Google Analytics Real-Time team

At Google, we are passionate about speed and making the web faster. A faster web is better for both users and businesses - faster pages lead to better user experience and improved conversions.

The Site Speed reports in Google Analytics give every website owner detailed data on the speed of their web pages, as experienced by real users.

Last year, we published a study on the speed of websites around the world based on one week of aggregated Site Speed data from opted-in web publishers.

Over the last year, we have seen significant improvements in the core infrastructure that powers the Internet: the web browsers have gotten faster; there have been quite a few LTE/4G deployments making mobile networks a lot faster; and processing power on mobile devices continues to increase at a rapid pace.

To determine whether these improvements in technology are making the web faster, we present recent Site Speed data and compare it with the data from last year.

Here are the results.



While access from desktop is only a bit faster, it is still impressive given that the size of the web pages have increased by over 56% during this period. It’s great to see access from mobile is around 30% faster compared to last year. This is evident from the histograms below as well. For desktop, there is not a significant change in the bucket distributions, but for mobile we see a shift from slower buckets (i.e. higher page load time) to faster buckets.



Taking a look at change in the speed of web pages for a few specific countries, for most of them, there is a slight improvement in page load times on the desktop.


However, there is a significant improvement in page load times on mobile.



The following interactive world map compares the relative improvement in median page load times for desktop over the last year.


This map shows the same data for mobile (Countries without enough data for accurate measurement either this year or last year are shown as having 0% improvement). Speed improvements are greater for mobile in most of the world.


If you are a web site owner, you can analyze and speed up your web site using the PageSpeed products, and check the resulting improvements in Site Speed reports.


Posted by Arvind Jain and Mustafa M. Tikir, Google Analytics team

The following is a guest post contributed by Caleb Whitmore, founder of Analytics Pros and the BEST Practices Conference, Google Analytics enthusiast, and aspiring mountaineer.

• An after-party event hosted by the Google Analytics Premium team at the San Francisco Google office
• Hands-on sessions and workshops led by top GA experts
• Interactive “Table Topics” lunch session, including teaching and roundtable discussion on Universal Analytics, Google Tag Manager, Mobile Strategy and more
• Opportunities to interact with digital analytics peers and experts
• Insights into the Google Analytics strategies of leading companies
• An amazing conference venue that allows for big-picture thinking, the Jewish Contemporary Museum

We believe you should be able to access your Google Analytics data from wherever, whenever. And while yes, it’s pretty convenient to be able to export data to Google Spreadsheets or send a report to an email recipient with a few simple clicks, we recognize there are other ways people like to be able to share their data as well. That’s why we’ve re-imagined our Export and ‘Send To’ options to give you even more options and support some of our favorite legacy technology.

Real-time reports provide useful insights for businesses that help them understand how their systems are reacting, instantly, such as when you send out an email campaign or engage in marketing that has a temporal nature. It provides alerting / intelligence, giving insight into things that are new or different such as a sudden increase in site traffic. Real-time also lets you win social by capitalizing on trending topics. For example, if you noticed a blog post you published previously is suddenly gaining attention due to something happening in the news, you could highlight it on the front page of your site to draw additional attention and ‘pour fuel’ on the social fire. 

1. Analyze Events in real-time
2. Breakdown real-time by Desktop/Tablet/Mobile traffic
3. Create shortcuts to your favorite real-time segments
4. Compare real-time filtered data against overall real-time data

We’ve redesigned the Google Analytics Social Reports to make it easier to see the conversations and activity happening surrounding your content on our Social Data Hub Partners. We’re introducing 2 new reports that make it easier to consume this data:

• Data Hub Activity
• Trackbacks

Image via Google’s Analytics Advocate, Justin Cutroni

A typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most large businesses, already swimming in many sources of data, it’s an enormous challenge, but also an incredible opportunity. 

• Understanding how customers interact with your businesses across many devices and touch-points, 
• Insights into the performance of your mobile apps, 
• Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results,
• Improved latency on your site by reducing client-side demands.

SES New York (#SESNY) is coming up next week, and just like last year, we hope you’ll join us again in the Big Apple.

Good news, or 良いニュース as they say in Japanese. We’re excited to announce that Google Analytics Premium is now available in Japan.


Google Analytics Premium offers all the power and ease you expect from the standard version of Google Analytics plus extras that make it great for large businesses. With more processing strength for granular insights, a dedicated services and support team, service guarantees and up to 1 billion hits per month, all for one flat fee. It provides access to more data, flexibility, and 24/7 support to help power the analytics of world-class brands including Travelocity, Gilt, TransUnion, Zillow, Papa Johns, & IGN.

Over the last year we’ve launched Google Analytics Premium in the US, UK, & Canada and our customers have been doing some really cool stuff, for example:

• Glit was able to gain a more holistic view of their customers by using the increased number of custom variables to power their predictive modeling 

• They found that access to unsampled data helped them to remove uncertainty and enabled them to act on test and campaign results with confidence

• Travelocity was able to provided greater access to data across their company, enabling agile, data driven decision making 

For more details check out the full case studies from Gilt and Travelocity.

We’re excited to learn how the data driven marketers in Japan will use Google Analytics Premium to find insights that help them to grow their businesses online.

Partner network provides expert support & customizable service 
We’re also pleased to have an international network of Google Analytics Authorized Resellers that have been quality checked to ensure they are best in class analytics consultants. They have highly trained analysis teams and can perform deep analysis projects to reveal valuable insights. Below is the select group of companies that we have partnered with in Japan:

          IMJ Ayudante
          e-Agency NRI Netcom
          Dentsu eMarketing One transcosmos
          Mitsue-Links

We plan to make Premium available to even more countries in 2013. If you would like to learn more about Google Analytics Premium and how it can help your business, contact the Google Analytics sales team or one of our Google Analytics Premium Authorized Resellers.

Posted by Clancy Childs, Google Analytics Premium Team