Wednesday 16 February 2022

Project management and work with statistics

The first and most important point: to track statistics on the project, you must have goals set up. That's where you need to start. To help – detailed instructions on how to set up goals.

After running the project with the configured goals, you can enable A/B testing. There are three options:

1) Comparison of each substitution with the original

When clicking on a specific search phrase, some users see a variant of the page with a substitution, some - the original.

To run the test, in the link table settings, go to the "Test Settings" tab and enable the "Test with the original version of the page (with option A)" option:

2) Comparison of substitution with each other

When you prescribe two or more substitution options for one search phrase or a group of phrases, by default a test is run between these substitutions, without the participation of the original.

In this case, the option "Test with the original version of the page (with option A)" should be disabled.

In more detail, we discuss this type of testing in the article.

3) Multivariate test

This is a simultaneous testing of the original and several variants of substitution for one search phrase or group of phrases. If you have prescribed several substitution options and want to identify the most effective with the participation of the original, enable the option "Test with the original version of the page (with option A)".

So, now that you have goals set up and A/B tests running, you have access to statistics on substitution and original conversions.

Statistics by group

In the right part of the substitution table there is a block of statistics, where you see the results of the substitution test, the original and the original outside the test for each group of key phrases:

Let's see what each column means.

«Status" is the current status of testing. Its variants are:

  • "Testing is not going";
  • "Testing is underway";
  • "The substitution worked worse than the source";
  • "The substitution worked better than the source."

The columns "Substitutions in the test" and "Original with the test" display the number of transitions by substitutions and by the original. Each of them has three values, which show respectively:

The number of transitions to the page for a specific phrase or group of phrases;
Conversion rate (the ratio of achieved goals to the number of conversions in percentage);
The number of targeted group hops.

The last column – "Original out of the test" – means that in this group there are unfilled substitution variants, through which traffic goes and the original page is shown. That is, the transitions in this column will tell you which group you have not yet filled in the replaceable elements.

The test goes until the system determines the "winner" by the number of conversions - the original or the variant with substitution. Or one of the substitution options if you are testing several substitutions without the participation of the source. When the test stops, Google only shows a "winner" option for a specific request.

If the substitution worked worse than the original, you should delete it in the archive by clicking on the trash can icon next to it:

When you enter a new substitution value, for example, a new header text, testing automatically starts in a new way, already with a modified substitution option.

Pick up substitutions until you find one that shows a significant superiority over the original. When composing substitutions, especially in the title of the page, we recommend a guide to creating a value proposition using the 4U method.

If you still don't like the results, try regrouping queries to optimize your project.

Project Statistics

To view statistics for the entire project, as well as for each individual campaign from the project, go to the "Statistics" tab:

All statistics on the project are available here:

1 – the number of campaigns uploaded to this project. You can also find out which of them need a tariff plan to make the replaceable elements work.

2 is a list of campaigns. You can view both general statistics for the entire project (by default) and statistics for individual campaigns within the project.

To see statistics for specific campaigns in a graphical view, select the checkboxes next to them.

In particular, the table shows statistics on conversions and conversions for each advertising campaign.

3 – here you select the period for which you want to see the statistics. The period is the time during which statistics for specific campaigns are recorded.

In the example on the screenshot, A/B testing takes place during the selected period. This can be understood by the schedule, in which there are both transitions on the original and transitions on substitutions.

In block 4, you can see what color the dynamics of the substitutions, the original and the original outside the test are shown.

When the test conditions change (enable/disable), this information is immediately displayed in the graphs.

That is, it is easy to clearly determine due to which actions the conversion is growing, and because of which – it is falling.

Thus, the statistics of the system gives a complete picture of the project: how the substitutions worked, the original or the campaign as a whole, at what time the conversion is better, when you stopped the campaign or disabled the project.

Campaign statistics

On the "Budgets and Accounts" tab, comprehensive information on accounts uploaded to Yagla is always available:

Main functions:

1 – when you click on the slider, you can manage the status of the campaign itself in Direct (enable or pause).

2 – Displays statistics for the entire campaign. You can see in real time how much money has already been spent, as well as clicks and impressions for a particular campaign.

The peculiarity of these functions is the relevance of statistics. Before viewing it, each time click on the button under the number 3 - this is the button for updating the data. This allows you to load up-to-date campaign data.

Moreover, often relevant data appear faster than in the analytics system (for example, Google Analytic) and even in the advertising accounts themselves (for example, Google.Direct).

Importantly! Conversion data is only displayed in project statistics.

The functionality of the "Budgets and Accounts" page does not end there. How to give access to the project to a third-party specialist, how to archive and extract an advertising campaign from the archive, how to track statistics, see the Management section.

Refresh data in a bundle project
Note that after you make any changes to your ad campaigns, you need to update the data in the link table. This is to ensure that has the most up-to-date data from your campaign.

There are special buttons for updating data:

The button highlighted in red triggers an update in the link projects for all campaigns in this ad account. Buttons highlighted in burgundy start an update for a specific campaign.

For more information about how the update works, see the "Data Refresh" section.

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