Build New Remarketing Segments Using GA’s Session Quality Metric
Driven by the same machine learning technology that drives Google’s Smart Lists and Smart Goals, Google Analytics now provides Session Quality insights.
What is it?
Session Quality uses similar machine learning as with Smart Lists and Smart Goals to predict the likelihood of a visitor completing a transaction on your site. This is based on a number of factors, including past behaviour and data taken from similar users. Engagement is evaluated for each session and expressed as a score of 1-100, with 1 being the farthest from and 100 being the closest to a transaction.
The average session quality metric can also be viewed in the Session Quality report and custom reports.
Where can I find it?
To open the Session Quality report:
- Sign in to Google Analytics
- Navigate to your view
- Open reports
- Select Audience > Behaviour > Session Quality
In order to calculate the metric, Google Analytics requires the following:
- A minimum of 1,000 eCommerce transactions per month
- eCommerce tracking to be implemented
- 30 days of data to model
How can it be used?
With the use of segments, we’re able to look at data in the context of session-quality thresholds to examine the behaviour of each in more detail.
In its simplest form, we now have the ability to look at the average session quality per channel:
From here, we can then dig a little deeper. For example, we can investigate the Paid Search performance by comparing the keywords that drive low-quality sessions, against those that drive high-quality sessions.
We can then start to build a picture of which campaigns are sending more engaged users to a site, where they are landing and what content they engage with. These insights can then be used to inform bidding strategies.
We’re always looking at new ways to capture sessions that show signs of high consideration or purchase intent to target via our remarketing campaigns and maximise revenue. By creating segments with high Session Quality in Google Analytics, we’re then able to push these out to AdWords and target them within our remarketing campaigns.
As these users have shown high engagement and proximity to convert, they are more likely to return to the site to complete their transaction.
Since setting this up for one of our retail clients we have seen fantastic results, with the high Session Quality ad group boasting an ROI 144% higher than that of the average for remarketing.
After a super positive start, we’re excited to see the results for our other retail clients over the next few weeks!