Setting up Dynamic Remarketing via Dynamic Attributes in Google Analytics

Setting up Dynamic Remarketing via Dynamic Attributes in Google Analytics

通过GA的Dynamic Attributes设置Dynamic Remarketing

 

webbuilders0

 

现在有很多商城框架比如shopify,woocommerce都提供了丰富的再营销插件,以及相关的操作步骤

但是,插件是封装的,是黑盒子

如果不熟悉google再营销的来龙去脉,能应用的功能仅限于插件提供的,你无法扩展

或者如果有一个配置设置不对,会花费你很多时间查找

最复杂的事情,从最简单开始,今天我们打开黑盒子,看看不通过插件,用GA和google ads如何相结合完成Remarkting

Table of Contents索引

  1. About Remarketing什么是Remarketing
  2. Google Remarketing SolutionsGoogle Remarketing方案
  3. What is ‘Dynamic’ in Dynamic Remarketing?Dynamic是指什么
  4. Types of Remarketing Ads in Google AdwordsGoogle ads中 Remarketing Ads有几种类型
  5. Introduction to Dynamic AdsDynamic ads简介
  6. Introduction to Data FeedData Feed简介
  7. Introduction to Business Types简介Business Types
  8. Types of Data Feeds有几种Data Feeds
  9. Introduction to Specifications简介Specifications
  10. Introduction to Feed Template简介 Feed Template
  11. Overview of Setting Up Dynamic remarketing via Dynamic Attributes in Google Analytics通过GA的Dynamic Attributes设置Dynamic Remarketing
  12. Step #1: Identify your business type确定你的business type
  13. Step #2: Enable ‘Remarketing’ and ‘Advertising Reporting Features’ in Google Analytics在GA启用”Remarketing”和‘Advertising Reporting Features’ 
  14. Step #3: Link your analytics account to your adwords account将GA和ads account连起来
  15. Step #4: Create, upload and troubleshoot your product data feed创建、上传、排查data feed
  16. Step #5: Link your Google Merchant Center account to your Google Adwords account将Google merchant center与ADS account串起来
  17. Step #6: Send attributes for your vertical to Google Analytics via custom dimensions 通过自定义维度将垂直属性发送到Google Analytics
  18. Step #7: Create your audience for Dynamic Remarketing in Google Analytics 在Google Analytics中为Dynamic Remarketing创建受众群体
  19. Step #8: Create Dynamic Attributes in Google Analytics and link them to your adwords account 在Google Analytics中创建动态属性,并将其与adwords帐户相关联
  20. Step #9: Create a Dynamic Remarketing campaign in Google Adwords 使用Google Adwords创建动态再营销广告系列

About Remarketinginbound-remarketing-2000x1150

 

 

 

Remarketing is a technique which is used to re-target people who left your website and/or mobile app without completing a goal conversion (like making a purchase).

The people who are re-targeted are known as remarketing audience.

This audience is shown one or more targeted ads which are based on their past browsing behavior.

For example, people who abandon the shopping cart can be re-targeted via ads which provide special discount or offer in order to lure them to return to the website and complete the purchase.

Remarketing campaigns can help in increasing the ROI, as it is cheaper and more effective to target people who have already shown interest in making a purchase on your website than to target people who are not aware of your brand.

Many advertising platforms provide remarketing these days.

But in this article, I am going to discuss only the remarketing solutions provided by Google.

再营销,用于重新定位离开您的网站和/或APP且未完成目标转换(如进行购买)的用户。

通常称为再营销受众。

他们将看到一个或多个基于他们过去浏览行为的定向广告。

例如,放弃购物车的人,你可以通过提供特殊折扣或优惠的广告重新定位,促使他们返回网站并完成购买。

再营销广告系列有助于提高ROI,因为定位的受众是已经表现出对您的网站进行购买感兴趣的人,相比于不了解您的品牌的人,广告费更便宜,更有效。

如今,许多广告平台都提供再营销。

但在本文中,我将仅讨论Google提供的再营销解决方案。

Google Remarketing Solutions

google-updates_2017.08

 

Google provides different types of remarketing solutions like:

#1 Remarketing list for search ads – It involves re-targeting people via Google Search Ads.

#2 Standard (or Non-Dynamic ) Remarketing – It involves re-targeting people via Google Display Ads.

#3 Dynamic Remarketing – It involves  re-targeting people via Google dynamic ads.

#4 Video Remarketing – It involves re-targeting people who watched your videos or YouTube channel.

#5 Customer List Remarketing – It involves re-targeting people who are in your contact list.

In this article, I will explain only Dynamic Remarketing and that too via Dynamic Attributes in Google Analytics.

Google提供不同类型的再营销解决方案,例如:

#1搜索广告再营销列表Remarketing list for search ads – 通过Google搜索广告重新定位用户。

#2标准(或非动态)再营销 Standard (or Non-Dynamic ) Remarketing- 通过Google展示广告重新定位用户。

#3动态再营销 Dynamic Remarketing  – 通过Google动态广告重新定位用户。

#4视频再营销Video Remarketing – 重新定位观看您的视频或YouTube频道的用户。

#5客户列表再营销 Customer List Remarketing - 重新定位您的联系人列表contact list中的人员。

在本文中,我将仅通过Google Analytics中的动态属性解释动态再营销。

What is ‘Dynamic’ in Dynamic Remarketing?

In the case of dynamic remarketing, Google automatically create re-targeted ads for your website visitors which are based on the actual product (or related products) or services they viewed on your website.

Google predicts which dynamic ad layout is likely to perform best for a particular person, placement and platform on the basis of a machine learning algorithm called the ‘AdWords product recommendation engine‘.

动态再营销,Google会自动为您的网站访问者创建重新定位的广告,这些广告基于他们在您网站上查看的实际产品(或相关产品)或服务。

谷歌  基于称为“AdWords产品推荐引擎”的机器学习算法,预测哪个动态广告布局可能对不同的人,在哪个展示位置和平台表现最佳。

Types of Remarketing Ads in Google Adwords

There are two types of remarketing ads in Google Adwords:

  1. Standard Google Display ads (used is standard remarketing)
  2. Dynamic Google Display ads (used in dynamic remarketing)

Google Adwords中有两种类型的再营销广告:

标准Google展示广告(用于标准再营销)
动态Google展示广告(用于动态再营销)

Introduction to Dynamic Ads

Dynamic ads (or Dynamic Display Ads) are type of Google Adwords display ads whose layout is based on the template you created while setting up dynamic remarketing campaign in Google Adwords.

The actual product information (like product price, product image etc) is dynamically created and inserted into the ads by Google during run time.

Because of that reason, dynamic ads can scale with your products or services.

动态广告(或动态展示广告)属于Google Adwords展示广告,其布局基于您在Google Adwords中设置动态再营销广告系列时创建的模板。

而广告展示时,产品信息(如产品价格,产品图片等)是动态创建的,在广告运行时由Google插入广告中。

因此,动态广告可以随您的产品或服务进行扩展。

Introduction to Data Feed

pla-shopping-feeds-ecommerce

 

Google pull the latest information for creating the dynamic ads via the most recent data feed uploaded to Google Adwords or the most recent product feed uploaded to Google Merchant center account.

A data feed is a collection of all the products or services you want to advertise.

It is made up of rows and columns.

Each row represents a product/service.

Each column represents an attribute (like program ID, location ID, Programme name etc) of the item you have listed in the feed.

Following is an example of a data feed:

Google会通过你上传到Google Ads的最新data Feed或上传到Google Merchant中心帐户的最新 data  Feed,提取有关制作动态广告的最新信息。

data Feed是一序列您要推广的所有产品或服务。

它由行和列组成。

每行代表一个产品/服务。

每列代表您在Feed中列出的项目的属性(如程序ID,位置ID,程序名称等)。

以下是数据Feed的示例:

Feeds are created as a .csv, .tsv, .xls or .xlsx file and then uploaded to Google AdWords.

However if the industry category that best represents your products is ‘retail’ then you would need to use Google Merchant Center to upload your product feed.

Since feeds are created as as a .csv, .tsv, .xls or .xlsx file they are actually database of products/services you want to advertise via dynamic ads.

Note: If you are a retain business then you would need a Google Merchant center account and live product feed before you can run dynamic remarketing campaigns for your online store via Google Adwords.

Feed一般为.csv,.tsv,.xls或.xlsx文件,然后上传到Google AdWords。

但是,如果你行业类别是“零售”,那么您需要使用Google Merchant Center上传您的product feed。

由于Feed是按.csv,.tsv,.xls或.xlsx文件创建的,因此它们实际上相当于您要通过动态广告投放广告的产品/服务的数据库。

注意:如果您是零售业务,那么在Google Adwords为您的在线商店创建动态再营销广告系列之前,您需要一个Google Merchant中心帐户并上传 live product Feed(产品链接有效)。

Introduction to Business Types

In the context of Google dynamic remarketing, business type is that industry category that best represents the products/services you sell.

Google has its own set of pre-defined business types:

  1. Education
  2. Flights
  3. Hotels and Rentals
  4. Jobs
  5. Local deals
  6. Property
  7. Retail
  8. Travel

Dynamic remarketing setup varies from one business type to another.

So selecting the best business type before setting up dynamic remarketing campaigns is critically important.

在Google动态再营销,业务类型business type是指最能代表您销售的产品/服务的行业类别。

Google拥有自己的一组预定义业务类型pre-defined business types:

教育
机票
酒店和租赁
工作
本地优惠
属性
零售
旅行
动态再营销设置因商家类型business types而异。

因此,在设置动态再营销广告系列之前,选择最能匹配网站的业务类型至关重要。

Types of Data Feeds

Google provides different types of feeds for different business types.

Following are the different types of feeds provided by Google:

  1. Education feed
  2. Flights feed
  3. Hotels and Rentals feed
  4. Jobs feed
  5. Local deals feed
  6. Property feed
  7. Retail feed (also known as product feed)
  8. Travel feed
  9. Custom feed

If the ‘education’ business type best represents the products/services you sell then you would create and upload ‘education feed’ to Google Adwords.

If the ‘flights’ business type best represents the products/services you sell then you would create and upload ‘flights feed’ to Google Adwords.

Similarly, if the ‘Hotels and Rental’ business type best represents the products/services you sell then you would create and upload ‘Hotels and Rental feed’ to Google Adwords.

However if the ‘retail’ business type best represents the products/services you sell then you would create and upload ‘product feed’ to Google Merchant Center (instead of Google Adwords).

If any of the aforementioned business types do not apply to your products/services then Google recommends that you use the custom feed.

Note: Use the ‘Custom feed’ only if the other business types don’t apply to your products/services.

Google为不同的商家类型提供不同类型的Feed。

以下是Google提供的不同类型的Feed:

教育Education feed
航班Flights feed
酒店和租赁Hotels and Rentals feed
招聘信息Jobs feed
本地优惠Local deals feed
物业Property feed
零售Retail feed (also known as product feed)
旅行Travel feed
自定义Feed
如果“教育”业务类型最能代表您销售的产品/服务,那么您可以创建并向Google Adwords上传“教育Feed”。

如果“航班”业务类型最能代表您销售的产品/服务,那么您可以创建并向Google Adwords上传“航班Feed”。

同样,如果“酒店和租赁”业务类型最能代表您销售的产品/服务,那么您可以创建并将“酒店和租赁Feed”上传到Google Adwords。

但是,如果“零售”业务类型最能代表您销售的产品/服务,那么您可以创建并向Google Merchant Center上传“产品Feed”(而不是Google Adwords)。

如果上述任何商家类型不适用于您的产品/服务,那么Google建议您使用自定义Feed。

注意:仅当其他业务类型不适用于您的产品/服务时,才使用“自定义Feed”。

Introduction to Specifications

A data feed is made up of rows and columns.

Each row represents a product/service.

Each column represents an attribute of the item you have listed in the feed.

Google has set up rules regarding how each attribute should be written/used.

These rules are called ‘specifications’. Each attribute comes with its own specification.

For example, if your industry category is ‘education’ then following are the specifications for using the Programme ID and Location ID attributes:

data feed 由行和列组成。

每行代表一个产品/服务。

每列代表您在Feed中列出的项目的属性。

Google已就如何编写/使用每个属性制定了规则。

这些规则称为“规范”。 每个属性都有自己的规范。

例如,如果您的行业类别是“教育”,则以下是使用“Programme ID”和“Location ID”属性的规范:

The value of an attribute must match its corresponding specification otherwise your data feed will throw error.

属性的值必须与其相应的规范匹配,否则您的数据 feed 将抛出错误。

Introduction to Feed Template

Different types of data feeds have got different attributes.

Some attributes are required to be submitted via data feed. While some attributes are optional to use.

However it is not easy to remember which attributes are required, which are optional and what types of attributes to use for a particular data feed.

Here feed templates provided by Google comes handy.

Follow the steps below to find and download the feed template relevant for your business type:

不同类型的data feeds 具有不同的属性。

某些属性是 required。 部分属性是可选的。

但是,对于以及用于特定data feed,要记住哪些属性是必填的,哪些是可选的并不容易。

Google提供的Feed模板非常方便。

请按照以下步骤查找并下载与您的业务类型相关的Feed模板:

Step-1: Navigate to https://support.google.com/adwords/answer/6053288 访问Navigate to https://support.google.com/adwords/answer/6053288

Step-2: Scroll down the page and then click on your business type:向下滚动页面,然后单击您的业务类型:

Step-3: Click on the download feed link (for example: Education feed template (download CSV)):点击下载Feed链接(例如:Education feed template(下载CSV)):

Step-4: Open the ‘csv’ file in excel, enter all of the required data in the format outlined by the feed template.在Excel中打开“csv”文件,根据Feed模板列出的格式输入所有必填的数据。

Step-5: Upload the data feed to Google Adwords. If you are retail business then you upload the product feed to Google Merchant Center.将数据Feed上传到Google Adwords。 如果您是零售业务,则将产品Feed上传到Google Merchant Center。

Overview of Setting Up Dynamic remarketing via Dynamic Attributes in Google Analytics

Following steps are involved in setting up Dynamic remarketing via Dynamic Attributes in Google Analytics:

#1 Identify your Industry category

#2 Enable ‘Remarketing’ and ‘Advertising Reporting Features’ in Google Analytics.

#3 Link your analytics account to your adwords account

#4 Create, upload and troubleshoot your product data feed.

#5 Link your Google Merchant Center account to your Google Adwords account

#6 Send attributes for your vertical to Google Analytics via custom dimensions

#7 Create your audience for Dynamic Remarketing in Google Analytics

#8 Create Dynamic Attributes in Google Analytics and link them to your adwords account

#9 Create a Dynamic Remarketing campaign in Google Adwords

以下步骤:通过Google Analytics中的动态属性设置动态再营销:

#1确定您的行业类别

#2在Google Analytics中启用‘Remarketing’ 和‘Advertising Reporting Features’。

#3将GA 与您的G AdWords帐户相关联

#4创建,上传和排查 product data Feed。

#5将您的Google Merchant Center帐户与您的Google Adwords帐户相关联

#6通过自定义维度将垂直属性发送到Google Analytics

#7在Google Analytics中为动态再营销创建受众群体

#8在Google Analytics中创建动态属性并将这些属性关联到您的adwords帐户

#9在Google Adwords中创建动态再营销广告系列

Step #1: Identify your business type确定您的业务类型

Identify the business type that best represents the products/services you sell.

Dynamic remarketing setup varies from one business type to another.

So selecting the most appropriate business type before setting up dynamic remarketing campaigns is critically important.
确定最适合产品/服务的业务类型business type 。

动态再营销设置因商家类型business type 而异。

因此,在设置动态再营销广告系列之前选择最合适的商家类型business type 至关重要。

Step #2: Enable ‘Remarketing’ and ‘Advertising Reporting Features’ in Google Analytics在Google Analytics中启用‘Remarketing’ 和‘Advertising Reporting Features’

In order to create and use remarketing audiences in Google Analytics, you would first need to enable ‘Advertising Reporting Features’ for your GA property.

You can do this by either changing your GA property settings or by customizing your Google Analytics Tracking Code.

Changing the GA property settings is the preferred method of enabling Remarketing and Advertising Reporting Features.

If you want to enable Remarketing Lists for Search Ads, you would need to use the property settings method.

要在Google Analytics中创建和使用再营销受众群体,您首先需要为GA属性启用“广告报告功能”。

您可以通过更改GA property设置或自定义Google Analytics跟踪代码来执行此操作。

更改GA property 设置是启用再营销和广告报告功能 Advertising Reporting Features的首选方法。

如果要为Search Ads启用再营销列表,则需要使用属性property settings method.设置方法。

Option-1: Change your GA property settings选项-1:更改GA属性设置

Step-2.1: Navigate to the ‘Admin’ section of your Google Analytics view.导航至Google Analytics视图的“admin”。

Step-2.2: Click on Tracking Info > Data Collection (under Property column):单击Tracking Info > Data Collection(在Property下):

Step-2.3: Set ‘Remarketing’ and ‘Advertising Reporting Features’ to ON:将 ‘Remarketing’ 和‘Advertising Reporting Features’ 打开:

Step-2.4: Click on the ‘Save’ button.点击 保存按钮

Option-2: Customize your Google Analytics Tracking Code

选项-2:自定义您的Google Analytics跟踪代码

The other method to enable ‘Advertising Reporting Features’ for your GA property is by inserting the following line of code in your Google Analytics tracking code:

为GA属性启用“Advertising Reporting Features”的另一种方法是在Google Analytics跟踪代码中插入以下代码行:

{ ‘allow_display_features’: true }

Your final Google Analytics tracking code may look like the one below:

您的Google Analytics跟踪代码就像下面这样:

<!– Global site tag (gtag.js) – Google Analytics –>
<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-1123456-78″></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag(‘js’, new Date());

gtag(‘config’, ‘UA-1123456-78’, { ‘allow_display_features’: true });

</script>

Step #3: Link your analytics account to your adwords account将您的

analytics帐户与您的AdWords帐户相关联

You would need to link your GA property to your Google Adwords account so that:

#1 You can use the remarketing audiences created in Google Analytics, in Google Adwords remarketing campaign.

#2 You can send viewed product data from Google Analytics to Google Adwords via dynamic attributes.

Follow the steps outlined in this help article, in order to link your GA property to your Google Adwords account: https://support.google.com/analytics/answer/1033961

您需要将自己的GA属性与Google Adwords帐户相关联,以便:

#1您可以在Google Adwords再营销广告系列中使用Google Analytics中创建的再营销受众群体。

#2您可以通过dynamic attributes.将用户查看的viewed product data从Google Analytics发送到Google Adwords。

按照此帮助文章中列出的步骤操作,以便将您的GA属性与您的Google Adwords帐户相关联:https://support.google.com/analytics/answer/1033961

Step #4: Create, upload and troubleshoot your product data feed创建,上传和排查产品数据Feed

This step is required only if you manage/run an online retail business.

But since many people run retail stores, this step is almost always required.

Google Merchant Center account is used to manage your products’ information (via product data feed).

Whereas Google Adwords account is used to create and manage ad campaigns which are based on the product information managed by Google Merchant Center

The ads which use product data feed (as defined in your Google Merchant Center account) instead of keywords in Google Adwords are known as Product Listing Ads (PLA).

Product listing ad is an ad format that includes: product image, product name, product price, business name and other details.

It looks different from a regular text ad:
只有零售业务时才需要执行此步骤。

但由于许多人经营零售店,因此几乎都需要这一步骤。

Google Merchant Center帐户用于管理您的产品信息(通过product data feed)。

而Google Adwords是用于创建和管理基于Google Merchant Center的产品信息的广告系列

使用产品product data feed(这些feed存在于Google Merchant Center帐户)而非Google Adwords中的关键字的广告,称为Product Listing Ads (PLA)。

Product Listing Ads 是一种包括:产品图片,产品名称,产品价格,商家名称和其他详细信息的广告格式。

它看起来与常规文字广告不同:

PLA and text ads

Note: You can create product listing ads in Google adwords by creating a Shopping campaign.

注意:您可以通过创建购物广告系列 Shopping campaign.在Google adwords中创建product listing ads。

Now, in order to create, upload and troubleshoot your product data feed, follow the steps below:

Step-4.1: Sign up / Login to Google Merchant Center account: https://www.google.com/retail/solutions/merchant-center/

现在,要创建,上传产品数据Feed并对其进行问题排查,请按以下步骤操作:

Step-4.2: Navigate to Products > Feeds and then click on the ‘+’ button to create your primary feed:导航到Products> Feeds,然后单击“+”按钮创建主要Feed:

Create Product data feed according to Google’s product feed specification and Google shopping ads policies.

Step-4.3: Upload and troubleshoot your Product data feed.上传并排查产品 Product data feed。

Once you have uploaded the product data feed, your products would be eligible to be listed in the Google Shopping Results (provided it does not violate feed specification guidelines and Google Shopping ads policies).上传product data Feed后,您的产品将有资格列入Google Shopping 中(前提是你不违反Feed规范指南和Google购物广告政策)。

Step #5: Link your Google Merchant Center account to your Google Adwords account

This step is required only if you manage/run an online retail business.

But since many people run retail stores, this step is almost always required.

Now, in order to link your Google Merchant Center account with Google Adwords follow the steps below:

第5步:将您的Google Merchant Center帐户与您的Google Adwords帐户相关联

请按以下步骤操作:

Step-5.1: Login to Google Merchant Center account.登录 Google Merchant Center account.

Step-5.2: Click on the ‘Account Linking’ in your Google Merchant Center account:

在Google Merchant Center account 点击 ‘Account Linking’

Step-5.3: Click on the ‘Link account’ button, enter your adwords customer ID and then click on ‘send link request’ button:点击‘Link account’ 按钮,输入您的adwords客户ID,然后点击 ‘send link request’ 按钮:

 

Step-5.4: Login to your adwords account and then approve the link request from Google Merchant center. This action will complete your Google Merchant Center and Google Adwords integration.登录您的adwords帐户,然后批准来自Google Merchant中心的链接请求。 此操作将完成您的Google Merchant Center和Google Adwords的捆绑。

Note: Google Merchant Center is available only in selected countries.注意:Google Merchant Center仅在google选定的国家/地区提供。

Step #6: Send attributes for your vertical to Google Analytics via custom dimensions

If you work in the retail industry then the attributes for your industry (in the context of Dynamic Remarketing) would be product related information like:

  • product ID
  • product category page
  • product detail page
  • total value of a product etc.

Similarly, if you work in the Travel industry then the attributes for your industry (in the context of Dynamic Remarketing) would be travel related information like:

  • travel start date
  • travel end date
  • origin ID
  • destination ID etc.

So, If you want to show ads to users based on the product they previously viewed on your website then you need to create a mechanism through which you can automatically collect and send attributes of viewed products to Google Analytics.

You can do that by creating custom dimensions.

Through custom dimensions you can send attributes for your business types to Google Analytics.

The custom dimensions you create and the attributes you send depend upon your business type and the user action.

For example, if your industry is retail, then you would need to send attributes like product ID, product title, product description etc to Google Analytics via custom dimensions.

If your industry is travel, then you would need to send attributes like Origin ID, Destination ID etc to Google Analytics via custom dimensions.

Similarly, for industry like Property, you would need to send attributes like Listing ID to Google Analytics via custom dimensions.

Some attributes are required to be send to GA while others are optional.

第6步:通过自定义维度将垂直属性发送到Google Analytics
如果您在零售行业工作,那么您需要记录的attributes(在动态再营销环境中)将是与产品相关的信息,例如:

  • product ID
  • product category page
  • product detail page
  • total value of a product etc.

同样,如果您在旅游行业工作,那么您需要记录的attributes(在动态再营销的背景下)将是与旅行相关的信息,例如:

  • travel start date
  • travel end date
  • origin ID
  • destination ID etc.

因此,如果您希望根据用户之前在网站上查看的产品,然后向用户展示针对性的广告,则需要创建一种机制,通过该机制您可以自动收集用户查看的产品的属性,并将其发送到Google Analytics。

您可以通过创建自定义维度来实现。

通过自定义维度,您可以将与你业务类型相关的attributes发送到Google Analytics。

您创建的自定义维度和发送的attributes取决于您的业务类型和用户与网站的交互行为。

例如,如果您的行业是零售行业,那么您需要通过自定义维度向Google Analytics发送产品ID,产品标题,产品说明等属性。

如果你从事旅行,那么您需要通过自定义维度向Origin Analytics发送Origin ID,Destination ID等属性。

 

某些attributes是required()必须发送到GA,而其他属性是可选的。

For example in case of Retail business type, the only attribute that is required to be send to Google Analytics is ‘ecomm_prodid’ (i.e. the product ID)

Sending other retail attributes like:  ecomm_pagetype (type of page visited by a user like: product category page, product detail page etc) and ecomm_totalvalue are optional.

You can get a complete list of all the required and optional attributes for each industry vertical from this article.

例如,在零售业务类型,唯一需要发送给Google Analytics属性是“ecomm_prodid”(即产品ID)

ecomm_pagetype(用户访问的页面类型,如:产品类别页面,产品详细信息页面等)和ecomm_totalvalue是可选的。

您可以从https://support.google.com/analytics/answer/3455600?hl=en获得垂直每个行业的所有必需属性和可选属性的完整列表。

Creating custom dimensions in Google Analytics is a two step process:

#1 Set up custom dimensions in your GA property.

#2 Modify your Google Analytics tracking code.

You can learn more about creating custom dimensions from this article: https://support.google.com/analytics/answer/2709829#set_up_custom_dimensions

在Google Analytics中创建自定义维度的过程分为两步:

#1在 GA property中设置自定义维度。

#2修改您的Google Analytics跟踪代码。

您可以从以下文章中了解有关创建自定义维度的详情:https://support.google.com/analytics/answer/2709829#set_up_custom_dimensions

Following is the example of custom dimensions for sending attributes for the retail business type to Google Analytics:

以下是将零售业务类型的 attributes 发送到Google Analytics的自定义维度示例:

After setting up these custom dimensions at the ‘HIt’ level, you would need to modify your Google Analytics tracking code like the one below:

以“HIt”级别设置这些自定义维度后,您需要修改Google Analytics跟踪代码,如下所示:

<!– Global site tag (gtag.js) – Google Analytics –>
<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-1123456-78″></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag(‘js’, new Date());

gtag(‘config’, ‘UA-1123456-78’, {‘custom_map’: {‘dimension1’: ‘ecomm_prodid’,’dimension2′: ‘ecomm_pagetype’,’dimension3′: ‘ecomm_totalvalue’}});

// Send the custom dimensions to Google Analytics

gtag(‘event’, ‘Ecomm Product ID’, {‘ecomm_prodid’: <ecomm_prodid>}); // REQUIRED Product ID value, e.g., 12345, 67890
gtag(‘event’, ‘Ecomm Page Type’, {‘ecomm_pagetype’: <ecomm_pagetype>}); // Optional Page type value, e.g., home, cart, purchase
gtag(‘event’, ‘Ecomm Total Value’, {‘ecomm_totalvalue’: <ecomm_totalvalue>}); // Optional Total value, e.g., 99.95, 5.00, 1500.00

</script>

In this code, <ecomm_prodid>, <ecomm_pagetype> and <ecomm_totalvalue> are server variables.

在这段代码中,<ecomm_prodid>,<ecomm_pagetype>和<ecomm_totalvalue>是服务器变量。

Your developer will write a server side script which can send viewed product data to these variables.

Once the product data is passed to server variables, it will be available to Google Analytics via custom dimensions.

您的开发人员将编写一个服务器端脚本,可以将查看过的产品数据viewed product data赋值到这些变量

一旦viewed product data产品数据传递到服务器变量后,将通过自定义维度进一步传递,这些信息在Google Analytics就可以看得到。

For example:例如

<!– Global site tag (gtag.js) – Google Analytics –>
<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-1123456-78″></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag(‘js’, new Date());

gtag(‘config’, ‘UA-1123456-78’,{‘custom_map’: {‘dimension1’: ‘ecomm_prodid’,’dimension2′: ‘ecomm_pagetype’,’dimension3′: ‘ecomm_totalvalue’}});

       // Send the custom dimensions to Google Analytics

gtag(‘event’, ‘Ecomm Product ID’, {‘ecomm_prodid’: 12345}); // REQUIRED Product ID value, e.g., 12345, 67890
gtag(‘event’, ‘Ecomm Page Type’, {‘ecomm_pagetype’: ‘Thank you Page‘}); // Optional Page type value, e.g., home, cart, purchase
gtag(‘event’, ‘Ecomm Total Value’, {‘ecomm_totalvalue’: 1500}); // Optional Total value, e.g., 99.95, 5.00, 1500.00

</script>

Later Google Analytics send this product information to your Dynamic Remarketing campaign in Google Adwords via Dynamic attributes:

稍后,Google Analytics会通过动态属性Dynamic attributes将此产品信息发送到Google Adwords中的动态再营销广告系列:

flow of product data

Step #7: Create your audience for Dynamic Remarketing in Google Analytics

There are two methods you can use to create dynamic remarketing audiences in Google Analytics:

  1. Create your remarketing audience based on new custom dimensions
  2. Import a preconfigured remarketing audience related to your business type into Google Analytics.

I will explain importing a preconfigured remarketing audience into Google Analytics as it is technically easier to implement for majority of people.

Follow the steps below:

Step-1: Navigate to this page https://support.google.com/analytics/answer/3457161?hl=en.

Step-2: Scroll down to the section named Import audiences preconfigured for your vertical

Step-3: Click on the link related to your business type (in our case it is retail) in order to import preconfigured remarketing audience into Google Analytics:

第7步:在Google Analytics中为动态再营销创建受众群体
有两种方法在Google Analytics中创建动态再营销受众群体:

根据新的自定义维度 new custom dimensions创建再营销受众群体
Google也会根据您的业务类型有相关的预配置再营销受众群体,可以导入Google Analytics。
我将解释将预配置的再营销受众群体导入Google Analytics,因为从技术上讲,这对大多数人来说更容易实施。

请按照以下步骤操作:

第1步:导航到此页面https://support.google.com/analytics/answer/3457161?hl=en。

第2步:向下滚动到 Import audiences preconfigured for your vertical

第3步:点击与您的商家类型相关的链接(在我们的情况下是零售),以便将预配置的再营销受众群体导入Google Analytics:

 

Once you click on the link, you will see a dialog box like the one below:

单击链接后,您将看到如下所示的对话框:

Step-4: Select the Google analytics view in you which you want to import your audience.

As soon as a view is selected the ‘Selected Product Account‘ drop down menu will become enabled:

选择要导入受众群体的Google Analytics视图。

选择视图后, ‘Selected Product Account‘ 下拉菜单将马上自动启用:

Step-5: Select the Google Adwords account (with which you want to share the dynamic remarketing audience data) from the ‘selected product Account’ drop down menu.

As soon as the Google Adwords account is selected the various remarketing audiences fields in the dialog box will auto populate with data:

从‘selected product Account’下拉菜单中选择Google Adwords帐户(您要共享动态再营销受众群体数据的ads账户)。

选择Google Adwords帐户后,对话框中的各种再营销受众群体 fields将自动填充数据:

Step-6: Click on the ‘create’ button to complete the process of creating new dynamic remarketing audiences.

You can now see the new dynamic remarketing audiences in the ‘Audiences’ section of your GA view:

点击‘create’ 按钮继续 创建新动态再营销受众群体的下一步工作。

您现在可以在GA视图的 ‘Audiences’ 区域中看到新的动态再营销受众群体:

Note(1): Here ‘Cart viewers’, ‘General Visitors’, ‘Product Viewers’ and ‘Purchasers’ are the new dynamic remarketing audiences.

Note(2): These dynamic remarketing audiences are now also available in the linked Google Adwords account for retargeting under Tools menu > Audience Manager > Audience List:

注意(1):这里的 ‘Cart viewers’, ‘General Visitors’, ‘Product Viewers’ 和 ‘Purchasers’是新建的动态再营销受众群体。

注意(2):这些动态再营销受众群体现在也可以在关联的Google Adwords帐户看得到,并且可以remarketing,在ads账户的menu > Audience Manager > Audience List

Note(3): You can also use non-dynamic remarketing audiences for dynamic remarketing purpose.

注意(3):您还可以使用非动态再营销受众群体non-dynamic remarketing audiences进行动态再营销。

Step #8: Create Dynamic Attributes in Google Analytics and link them to your adwords account

Through dynamic attributes Google Analytics can send the viewed product data to Google Adwords.

Follow the steps below to create dynamic attributes in your GA view:

Step-1: Navigate to the ‘Admin’ section of your GA view and then click on the link ‘Dynamic Attributes’ under ‘Audiences Definitions’:

在Google Analytics中创建Dynamic Attributes,并将其与您的adwords帐户相关联

通过动态属性Dynamic Attributes,Google Analytics可以将viewed product data 查看过的商品数据发送到Google Adwords。

按照以下步骤在GA视图中创建动态属性:

第1步:导航到GA视图的“Admin”部分,然后点击“Audiences Definitions”下的“Dynamic Attributes”链接:

Step-2: Click on the ‘New Attribute’ button:点击 ‘New Attribute’:

 

Step-3: Select your business type and GA view in which the dynamic attributes should be available and then select the adwords account (from the ‘Destination Account’ drop down menu) to which you want to link the dynamic attributes :

选择合适的 business type和GA视图,这样dynamic attributes 才是匹配view product data,然后选择要将dynamic attributes链接到的adwords帐户(在“Destination Account’下拉菜单就能看到)

Step-4: Click on the ‘Next Step’ button and then select the custom dimensions you created for your business type:

单击 ‘Next Step’按钮,然后选择您为业务类型创建的自定义维度:

Here I have selected the three custom dimensions I created earlier for retail business type.

Once you clicked on the ‘save’ button, you can then see the new dynamic attribute listed in the dynamic attributes table:

在这里,我选择了我之前为零售业务类型创建的三个自定义维度。

单击 ‘save’按钮后,您可以看到动态属性表中列出的新动态属性:

Step #9: Create a Dynamic Remarketing campaign in Google Adwords

使用Google Adwords创建动态再营销广告系列

To create a dynamic remarketing campaign in Adwords follow the steps below:

Step-1: Login to your Google Adwords account, navigate to the ‘Campaigns’ tab and then click on the ‘+campaign’ button:

要在Adwords中制作动态再营销广告系列,请按以下步骤操作:

第1步:登录您的Google Adwords帐户,导航至“Campaigns”标签,然后点击“+campaign”按钮:

Step-2: Select ‘Display’ as campaign type. campaign type类型选择 ‘Display’

Step-3: Select ‘sales’ as goal and then follow the on screen instructions.选择 ‘sales’作为目标,然后按照屏幕上的说明操作。

Step-4: Under the budget section, click on the ‘Additional Settings link:

在 budget ,点击 ‘Additional Settings ‘链接:

Step-5: Click on the ‘Dynamic ads’ row:点击 ‘Dynamic ads’ 这一行:

Step-6: Click on the checkbox ‘Use a data feed for personalized ads’ and select ‘Retail‘ from the Business Type drop down menu:点击‘Use a data feed for personalized ads’ 复选框,然后从“业务类型”下拉菜单中选择 ‘Retail‘:

Step-7: Select the remarketing list you want to use as audience:

选择您要使用的再营销列表生成你的受众群体:

Step-8:

步骤8:按照其余说明的操作,然后通过以下工作创建广告模板:

选择广告布局 ad layout
上传商家徽标logo图片
广告标题文字
按钮文字和颜色
其他各种设置

Follow other on screen instructions and then proceed to an create an ad template by:

  • selecting the ad layout
  • uploading the business logo image
  • Ad headline text
  • Button text and color
  • and various other settings

Step-9:

第9步:在广告系列准备就绪时上传您的商品Feed。

在Adwords中完成动态再营销广告系列的创建后,Google Adwords会自动为您创建数十种不同类型的展示广告。

 

 

Upload your product feed when your campaign is ready.

Once you have completed the creation of dynamic remarketing campaign in Adwords, Google Adwords will then automatically create dozens of different types of display ads for you.

That’s how you can setup dynamic remarketing via dynamic attributed in Google Analytics.