Wichtich is' auf’er Webseite: Social Media Kanäle in der Web-Analyse abbilden

Social Media Week Hamburg '16!"#$%&'()#"**"+&,,&! -./(+0123"2$452"

Wichtich Is' Auf’er Webseite:

Social Media & Web-Analyse

!"#$%&'()*+,$-$./+0'($1"20'

.0&&$-$34"+56!"#$%&'()&*"(&+,-%"&./-#,"$0)&1'2,345&

!0"$78&5*/&0"9:$",6

;('&8&<$0,:$20"$='(#"$10":">6//'7*$84&9:8&;:2'"7&<-*'"=>"8?7-8&'8&!-/=68"7@32(A&;2,#'B&C.#&;2,#'BD&

!"(&%$((&C.#&>"%0"48-8=+#"2E'84&/-*"2,)&1-#*-85&!'-&1'#*&-(&$%4-(-)F)5&

6

!

"

#

$

%

;:2'"7&<-*'"=>"8?7-&1-#*-8&:G&*"F$&4-8$)F)H&I$)F-#&4-F'-7)&"$C&*'-&-'4-8-&!-/(')-&F$&7-')-8D&

J:#)&(0'-7)&*'-&<$('EA&K-#E?$C-&:*-#&*'-L-8-#'-#$84&9:8&M-"*(&()-,-8&'%&K:#*-#4#$8*D&

J'-&N-$#)-'7$84&*-#&OP-E39')?)&-'8F-78-#&>"8?7-&E"88&8$#&*$#2,&-'8&-8)(0#-2,-8*&"$C4-(-)F)-(&!-/=+#"2E'84&-#C:74-8D

30"(,":?8&<$@'AB'<&"&CD9'+50&<>!"(&'()&*"(&O#E-88)8'('8)-#-((-&,'8)-#&*-%&>"%0"48-8=+#"2E'845

alle wege führen nach rom.

und rom ist unsere website.

worüber wir heute reden.

7"8.$9"&:::

!4("800;<&91$="+<&>0?@?8"

L#$8*7-4-8*-&688",%-A&!'#&1:77-8&+#"Q2&C.#&-'8-&!-/(')-&-#F-$4-8R&

I$)F$84&9:8&;:2'"7&<-*'"=>"8?7-8H&$%&+#"Q2&F$&-#F-$4-8D&

S8(-#-&!-/(')-&,")&-'8&E7"#-(H&%-((/"#-(&T'-7D

A"B"+$"+?BC&D0B&E"$()1"$9"

Social Media Week '16

Wichtig is' AUF'ER website

7"8&FB4#GH(.

Analy3cs ist die Basis für Verbesserung unserer Website und die Erfolgsmessung

unserer Kampagnen.

Wir müssen auf die richHgen Kennzahlen achten, um im Überangebot an Metriken

nicht unterzugehen.

Online ist niemals fer3g: testen, testen, testen!

Die Basis: Web Analyse. Social Media Week '16


5

Web-Analyse bildet nur die unterste Ebene des Erfolgs einzelner Maßnahmen ab – Kanalbruch z.

B. bedingt, dass die Werbemaßnahme und die Zielerreichung einander nicht zugeordnet werden

können.

Gelöschte Cookies heben z. B. auch die Zuordnungsmöglichkeiten für das Tracking auf.

Was es zu bedenken gilt.Social Media Week '16


6

Die Wege des Users

scheinen unergründlich

die wege zur Website.

R

E"0+=4"0:"$F#"9$20"$"0<"&"&$@'&G("!'#*&Z-'2,1-')-&./-#&>"8?7-&:*-#&<"W8",%-8&4-8-#'-#)H&*'-&'8&*-#&K-#"8)1:#)$84&*-(&S8)-#8-,%-8(&(-7/()&7'-4-8H&(0#'2,)&%"8&9:8&V18-*&<-*'"D&

['-#F$&4-,Y#-8&FD&ND&*'-&\"2-/::E=\"80"4-&:*-#&*-#&)1'B-#=622:$8)&-'8-(&S8)-#8-,%-8(D

H"920"&:"$E"0+=4"0:"K-#*'-8)&('2,&-'8&S8)-#8-,%-8&./-#&'8)-#-(("8)-&]8,"7)-&F$(?)F7'2,-&Z-'2,1-')-&*$#2,&*'-&I$)F-#&(-7/()H&(0#'2,)&%"8&9:8&O"#8-*&<-*'"D&

O'8&N-'(0'-7&C.#&9-#*'-8)-&Z-'2,1-')-&('8*&;,"#-=N$B:8(H&*'-&"$C&-'8-#&!-/(')-&'8)-4#'-#)&('8*D



C"2-/::ED2:%&^;2#--8(,:)_

2#:1*%-*'"D*-&^;2#--8(,:)_

die wege zur Website.

S

E"0+=4"0:"$F#"9$!"9#"'&?"0<"&!'#*&Z-'2,1-')-&%'),'7C-&9:8&!-#/-"8F-'4-8&,'8F$4-E"$GH&(0#'2,)&%"8&9:8&`"'*&<-*'"D&&

['-#F$&4-,Y#-8&/-'(0'-71-'(-&\"2-/::E=!-#/-"8F-'4-8&:*-#&!-#/-"8F-'4-8&/-'&)1'B-#D

10,+=7/9A"&$2"9$1"20'C@':"</90"&]88-#,"7/&*-#&<-*'"=>")-4:#'-8&`"'*H&V18-*H&O"#8-*&<-*'"&4'/)&-(&9-#(2,'-*-8-&<'(2,C:#%-8H&1'-&F$%&N-'(0'-7&;0:8(:#-*&`:()(&/-'&\"2-/::E&:*-#&4-)-'7)-&\"2-/::E=N-')#?4-D&J'-(-&EY88-8&-'8-#&>")-4:#'-&8'2,)&-'8*-$34&F$4-:#*8-)&1-#*-8D



C"2-/::ED2:%&^;2#--8(,:)_

C"2-/::ED2:%&^;2#--8(,:)_

Warum Kampagnen-tracking?

;'02I$J4&"2$/2"9$K'9&"26V,8-&>"%0"48-8=+#"2E'84&^:*-#&"$2,&>"%0"48-8=+"44'84&4-8"88)_&1-#*-8&*'-&T$4#'P-&"$C&*'-&-'4-8-&!-/(')-&./-#&;:2'"7&<-*'"=>"8?7-&"7(&K-#1-'(-&4-1-#)-)&$8*&"$C4-7'()-)D&

O(&'()&8'2,)&8"2,9:77F'-,/"#H&:/&*'-&!-/(')-=T$4#'P-&"$(&-'4-8-8&<"W8",%-8&:*-#&-'8-#&-'4-8-8&>"%0"48-&#-($73-#-8D&

['-#&(2,"a&>"%0"48-8=+#"2E'84&6/,'7C-D

TU



L::47-&68"7@32(&2#:1*%-*'"&^;2#--8(,:)_

Hilfreich: Die Zulieferer kennen.

TT



@'AB'<&"&CD9'+50&<$-$%&'()*+,>J"(&>"%0"48-8)#"2E'84&1'#*&4-8$)F)H&$%&*'-&N-($2,-#&8"2,&',#-#&[-#E$8G&F$&%"#E'-#-8D&

S%&<"W8",%-8&4-F'-7)&"$(F$1-#)-8H&%.((-8&*'-&*:#)&4-8$)F)-8&M'8E(&"E39&%')&`"#"%-)-#8&9-#(-,-8&1-#*-8H&*'-&*"88&9:8&68"7@32(&"$(4-7-(-8&1-#*-8D

L::47-&68"7@32(&2#:1*%-*'"&^;2#--8(,:)_

ABER: CV-Tracking facebook.

T6

!"#,0:"CL/&M"9,0/&,$0&$N'+"#//5U/-#&*"(&b:89-#(':8=+#"2E'84&9:8&\"2-/::E&/F1D&-'8F-78-#&>"8?7-&X&(:C-#8&9:#,"8*-8&X&EY88-8&*'-&b:89-#(':8(&"$C&*-#&-'4-8-8&!-/(')-&4-%-((-8&$8*&'8&*-8&;)"3(3E-8&*-(&>"8"7(&(-7/()&"$(4-1-#)-)&1-#*-8D



C"2-/::ED2:%&^;2#--8(,:)_

C"2-/::ED2:%&^;2#--8(,:)_

Der Use Case.

TV

E"0+=4"0:"$<"&"90"9"&

\.#&$8(-#-&N7:4=N-')#?4-&9-#($2,-8&1'#&./-#&9-#(2,'-*-8-&>"8?7-&Z-'2,1-')-&F$&4-8-#'-#-8H&$%&*'-&T$4#'P-&"$C&$8(-#-&!-/(')-&/F1D&*-8&N7:4=N-')#"4&F$&-#,Y,-8D

A"B"+$"+?BC&D0BE"$()1"$9"



2#:1*%-*'"D*-&^;2#--8(,:)_

Der Use Case.

TW

E"0+=4"0:"$<"&"90"9"&

\.#&$8(-#-&N7:4=N-')#?4-&9-#($2,-8&1'#&./-#&9-#(2,'-*-8-&>"8?7-&Z-'2,1-')-&F$&4-8-#'-#-8H&$%&*'-&T$4#'P-&"$C&$8(-#-&!-/(')-&/F1D&*-8&N7:4=N-')#"4&F$&-#,Y,-8D&

Z-'2,1-')-&4-8-#'-#-8&1'#&F$%&N-'(0'-7&./-#A&\"2-/::E=N-')#?4-H&./-#&*'-&;,"#-=N$B:8(H&$8(-#-8&I-1(7-B-#H&$8*&EY88)-8&-(&"$2,&./-#&cZ=b:*-(&)$8D&

A"B"+$"+?BC&D0BE"$()1"$9"



!4("800;XY"$9+4CC")9&0B#$B"

C"2-/::ED2:%&^;2#--8(,:)_

Der Use Case.

TN

O8:?"9$4"92"&$'87$2"&$P"0:9'<$<"("0:":

U/-#&*'-&4-8$)F)-8&>"8?7-&1-#*-8&*'-&I$)F-#&4-F'-7)&"$C&*-8&N7:4=N-')#"4&4-7-')-)&$8*&*"%')&*'-&Z-'2,1-')-&*-(&N7:4(&4-()-'4-#)D&

>"%0"48-8=+#"2E'84&/F1D&+#"2E'84=M'8E(&-#%Y47'2,-8&-(&$8(&8"2,F$9:77F'-,-8H&./-#&1-72,-8&$8(-#-#&>"8?7-&*'-&I$)F-#&"$C&$8(-#-&!-/(')-&4-7"84-8D&

]%%-#&1-88&-'8&I$)F-#&"$C&-'8-8&N-')#"4&E7'2E)H&1'#*&*'-(-#&./-#&*-8&+#"2E'84=M'8E&"$C4-#$C-8D

A"B"+$"+?BC&D0BE"$()1"$9"



!4("800;XY"$9+4CC")9&0B#$B"

Z?9L"+&;#$(;9&4?-&2"B&Y"$9+4C

C"2-/::ED2:%&^;2#--8(,:)_

Der Use Case.

TQ

D9'+50&<CQ0&5$'8,<"(","&

J'-&+#"2E'84=`"#"%-)-#&1-#*-8&*$#2,&*"(&68"7@32(=+::7&"$(4-7-(-8&$8*&'8&*-#&J")-8"8('2,)&/-#-')4-()-77)D&

J'-&+#"2E'84=`"#"%-)-#&('8*&'8&*'-(-%&\"77&"$2,&C.#&*-8&I$)F-#&:P-8&('2,)/"#&X&:/&*'-(-#&"77-#*'84(&*"%')&-)1"(&"8C"84-8&E"88H&(-'&*",'84-()-77)D

A"B"+$"+?BC&D0BE"$()1"$9"



!4("800;XY"$9+4CC")9&0B#$B"

Z?9L"+&;#$(;9&4?-&2"B&Y"$9+4C

Z?9L"+&#4B2"9&4?-Y#0CXY"$9+4C

2#:1*%-*'"D*-&^;2#--8(,:)_

Der Use Case.

T[

%A$K&2"$,:"=:$2"9$%&7'&<

J'-&9:%&I$)F-#&"$C4-#$C-8-&SZM&-8),?7)&*'-&9:8&$8(&9-#4-/-8-8&+#"2E'84=`"#"%-)-#D&

J"%')&1'#*&-(&$8(&%Y47'2,&'%&68"7@32(&"$(F$7-(-8H&./-#&1-72,-&>"%0"48-&*-#&I$)F-#&"$C&$8(-#-&!-/(')-&4-E:%%-8&'()&$8*&1-72,-8&>"8"7&-#&4-8$)F)&,")D&

I-/-8-P-E)A&!'#&EY88-8&-#E-88-8H&:/&*-#&I$)F-#&./-#&-'8-&9:8&$8(&"$(4-()-$-#)-&<"W8",%-&"$C&*'-&!-/(')-&4-E:%%-8&'()D

A"B"+$"+?BC&D0BE"$()1"$9"



!4("800;XY"$9+4CC")9&0B#$B"

Z?9L"+&;#$(;9&4?-&2"B&Y"$9+4C

Z?9L"+&#4B2"9&4?-Y#0CXY"$9+4C \"+&@+4(;$BCX]$B;

2#:1*%-*'"H&-'4-8-&J"#()-77$84

Tracking-Links generierenSocial Media Week '16


TR

R$7F9$S//<("C%&'()*+,L::47-&/'-)-)&%')&*-%&d+::7&F$#&SZM=O#()-77$84&-'8-&-'8C"2,-&1-//"('-#)-&<Y47'2,E-')&"8H&'8*'9'*$-77-&+#"2E'84=M'8E(&F$&-#()-77-8D&

`e'2,f-7*-#&('8*&*'-&d!-/(')-=SZMgH&*-#&d>"%0"48-88"%-gH&*'-&d>"%0"48-8=h$-77-g&$8*&*"(&d>"%0"48-8%-*'$%gD&V03:8"7&('8*&*-#&d>"%0"48-8/-4#'Pg&$8*&*-#&d>"%0"48-8=b:8)-8)gD&

;$2,-A&dL::47-&+::7&F$#&SZM=O#()-77$84g

L::47-&d+::7&F$#&SZM=O#()-77$84g&^;2#--8(,:)_

Tracking-Links generierenSocial Media Week '16


TS

R$7F9$;04056$2,&C.#&`'1'E&4'/&-(&%')&*-%&dSZM&N$'7*-#g&-'8-&-'8C"2,-&1-//"('-#)-&<Y47'2,E-')H&$%&'8*'9'*$-77-&+#"2E'84=M'8E(&F$&-#()-77-8D&

`e'2,f-7*-#&('8*&,'-#&*'-&d!-/(')-=SZMgH&$8*&*-#&d>"%0"48-88"%-gD&V03:8"7&E"88&*"(&d>"%0"48-8&>-@1:#*g&4-(-)F)&1-#*-8H&$%&3-C-#4-,-8*&"$(1-#)-8&F$&EY88-8D&

;$2,-A&d`'1'E&SZM&N$'7*-#g

`'1'E&SZM&N$'7*-#&^;2#--8(,:)_

Kampagnen-Parameter machen Quellen, Werbemi=el oder Angebote miteinander vergleichbar.

In Reports kann das Verhalten der Besucher aus verschiedenen Kampagnen aggregiert betrachtet und

verglichen werden: z. B. nach Besuchsdauer, Summe der Transak3onen oder Umsatz.

Kampagnen-tracking.Social Media Week '16


20

Zum nachkochen für zu hause:

Social media in Web-analytics abbilden.

Ein schritt nach dem anderen.

66

@('9"I$A",,#'9"$30"("$2"T&0"9"&O'8-&+#"8("E3:8&X&"7(&6$G#-)-8&-'8-(&/-(3%%)-8&O#-'48'((-(&X&1'#*&'8&68"7@32(=+::7(&*-i8'-#)D&N-'(0'-7-&('8*&6$C#$C-&-'8-#&/-(3%%)-8&;-')-H&>7'2E(&"$C&-'8-8&J:187:"*&M'8E&-)2D&

J'-(-8&O#-'48'((-8&EY88-8&^#-"7-&:*-#&iE39-_&S%(")F=!-#)-&%')4-4-/-8&1-#*-8D&

;:&EY88-8&*'-&O#C:74-&$8*&S%(?)F-&8"2,&N-#-'2,-8&*-#&;-')-&j&!-#/-%"W8",%-8&9-#47'2,-8&1-#*-8D

P0BD"+.$0B.2"_B$"+"B



#


6V

1",,#'95"0:$'87$2"9$!"#,0:"$,+='U"&k&1'#*&9:8&-'8'4-8&S8)-#8-,%-8&4-#8-&9-#4-((-8D

+::7&F$#&!-/=68"7@(-&"$(1?,7-8&$8*&"$C&*-#&!-/(')-&'%07-%-83-#-8D&

`4(+0&P0BD"+.$0B.&('8*&*'-&1'#E7'2,&1-#)(2,Y0C-8*-8&+#"8("E3:8-8&1'-&N$2,$84-8H&>?$C-&:*-#&68%-7*$84-8&C.#&I-1(7-B-#D

<')&`$(+0&P0BD"+.$0B.&1-#*-8&*'-&;2,#'B-&-#C"(()H&*'-&9:#&*-#&-'4-8)7'2,-8&+#"8("E3:8&7'-4-8D

7"8XFB4#G.""$B+$()9"B

P0BD"+.$0B.2"_B$"+"B



L::47-&68"7@32(&^;2#--8(,:)_


6W

;'9'A":"9$7F9$@'AB'<&"&CD9'+50&<

`"..84+;"$9.()4a"B

P0BD"+.$0B.2"_B$"+"B

b4+43"9"+2"_B$"+"B



J'-&`"#"%-)-#&1-#*-8&l-&8"2,&O#E-88)8'('8)-#-((-&*-i8'-#)&X&1'-&3-C4#-'C-8*&(:77&"8"7@('-#)&1-#*-8&EY88-85&

J'-&`"#"%-)-#&C.#&*"(&>"%0"48-8=+#"2E'84&1-#*-8&'%&]*-"7C"77&'8'3"7&*-i8'-#)&$8*&44CD&-#1-')-#)D&

N-'&*-#&J-i8'3:8&*-#&`"#"%-)-#&4'/)&-(&-'8'4-&\"77()#'2E-&F$&/-"2,)-8A&L#:W=&:*-#&>7-'8(2,#-'/$84H&;0'-4-7=&:*-#&S8)-#()#'2,&-)2D&/-*'84-8&F1-'&-'8F-78-&`"#"%-)-#D

2#:1*%-*'"H&-'4-8-&J"#()-77$84


6N

;'9'A":"9$5/&,0,:"&:$&8:?"&

`"..84+;"$9.()4a"B

P0BD"+.$0B.2"_B$"+"B

b4+43"9"+2"_B$"+"B

b4+43"9"+B?9L"B



J'-&*-i8'-#)-8&`"#"%-)-#&%.((-8&'8&"77-8&>"8?7-8&E:8('()-8)&4-8$)F)&1-#*-8H&$%&-'8-&/-()%Y47'2,-&K-#47-'2,/"#E-')&*-#&>"8?7-&F$&-#%Y47'2,-8D&

K:8&*-8&>"8"79-#"8)1:#)7'2,-8&-'4-8()?8*'4&-'84-()-77)&/F1D&8'2,)&*-#&J-i8'3:8&-8)(0#-2,-8*-&`"#"%-)-#&-#(2,1-#-8&*'-&K-#47-'2,/"#E-')&$8*&%.((-8&./-#&\'7)-#&'%&68"7@(-=+::7&E:##'4'-#)&1-#*-8&^*'-(&C$8E3:8'-#)&8'2,)&#.2E1'#E-8*R_D

2#:1*%-*'"H&-'4-8-&J"#()-77$84


6Q

@'&G("$M"9<("0+="&

`"..84+;"$9.()4a"B

P0BD"+.$0B.2"_B$"+"B

b4+43"9"+2"_B$"+"B

b4+43"9"+B?9L"B



K4Bc#"D"+C#"$()"B

<'),'7C-&*-(&>"%0"48-8=+#"2E'84(&1'#*&-'8&K-#47-'2,&*-#&>"8?7-&'8&*-#&!-/=68"7@(-&,'8('2,)7'2,&',#-#&OP-E39')?)&%Y47'2,D&

U/-#&*'-&K-#47-'2,/"#E-')&*-#&-'8F-78-8&>"8?7-&:*-#&<"W8",%-8&%')-'8"8*-#&-#4-/-8&('2,&O8)(2,-'*$84(=4#$8*7"4-8&C.#&N$*4-)(&$8*&m&:*-#&*'-&\:E$(('-#$84&"$C&-'8F-78-&>"8?7-D&]8&1-72,-8&>"8?7-8&'()&*-#&ZV6;&"%&/-()-85&!-72,-&>"8?7-&(:77)-8&/-9:#F$4)&/-(0'-7)&1-#*-85

L::47-&68"7@32(&2#:1*%-*'"&^;2#--8(,:)_

Kampagnen-Tracking

Tipps & Tricks

Keep it simple.

6R

O89$:9'+5"&I$4',$A'&$'8,4"9:"&$5'&&>

10:$2"&$;V0+=:B'9'A":"9&$#"<0&&"&



N-'&*-#&O#()-77$84&9:8&+#"2E'84=M'8E(&E"88&%"8&(2,8-77&*'-&U/-#('2,)&9-#7'-#-8&:*-#&%-,#&J")-8&-#,-/-8H&"7(&%"8&"$(1-#)-8&E"88D&6$2,&1-88&'8)-#-(("8)-&]8('4,)(&4-8-#'-#)&1-#*-8H&%.((-8&*'-(-&"$2,&"$(4-1-#)-)&1-#*-8&EY88-8D

\"84)&7'-/-#&E7-'8&"8&$8*&8-,%)&'%&M"$C-&*-#&T-')&1-')-#-&`"#"%-)-#&,'8F$H&"7(&*'#-E)&"%&68C"84&F$&4#:W&$8*&F$&E:%07'F'-#)&F$&()"#)-8D&

J"(&6$(8$)F-8&*-#&`e'2,)0"#"%-)-#&7'-C-#)&'D&*D&ZD&"$(#-'2,-8*&J")-8H&C.#&-'8-&0"((-8*-&6$(1-#)$84D

C"2-/::ED2:%&^;2#--8(,:)_

C"2-/::ED2:%&^;2#--8(,:)_

O'8-&On2-7=+"/-77-&'8E7D&\:#%-#78&%"2,)&9'-7-(&-'8C"2,-#D

die eigene Vorlage in excel.

O'8-&On2-7=+"/-77-&'8E7D&\:#%-#78&%"2,)&9'-7-(&-'8C"2,-#D

6S



2#:1*%-*'"H&-'4-8-&J"#()-77$84

444>+9/42A"20'>2"

VU

Sprich mich an.

N"(0W$.+=("BB"9

7,X+9/42A"20'>2"

Wichtich is' auf’er Webseite: Social Media Kanäle in der Web-Analyse abbilden

Data & Analytics

Transcript of Wichtich is' auf’er Webseite: Social Media Kanäle in der Web-Analyse abbilden