Hi everyone. I'm Krista Seiden,
Analytics Advocate at Google, and today I'm joined
by Jon Mesh, who is a Product Manager on
Google Optimize. In this Quick Tip video
Jon is going to give us an overview of
all the targeting options that are
available in Google Optimize, and these
will really help you to serve your test
to the most appropriate audiences.
So with that I'm going to go ahead and hand
it over to Jon.
Great. Well as Krista mentioned
targeting is really important
as you're getting into more advanced
kinds of testing or personalization,
but even if you're just getting started with
the basics of a/b testing you still need
to make sure you're targeting the right
pages to run your tests on.
So let's look at one particular test.
We're going to go down to the bottom section here and
we've already set up our objectives,
and we've got one variant saved.
We're going to this Targeting tab and I want to give
you a quick overview of what all is in this tab.
So a few things, let's start at
the top section here. Now you can see
here I've got Percentage of visitors to target,
and what this does is it helps
you include overall traffic into your experiment.
So if I turn that up two a
100 percent that means all of the
traffic that's meeting the targeting
criteria that I have set
Will be included in this test.
This is really useful if you want to perhaps start with
a small sample if you want to make sure
that everything is running correctly and
then roll that out to a broader set of
users over time. That actually works in
combination with this other control over here
which is the Weighting of each variant.
So you can see here I've got
50 percent of the original and
50 percent to the variant, and I can change
that if I perhaps once service is a
more personalized experience, or maybe
I've got one variant that I think is
more likely to do better or something like that,
but they work in tandem to
allocate users to your traffic for the
experiment and for your variants.
So this bottom section here is also another part
of targeting. Now this first control
right here, Evaluate on page load.
This is actually used in a more advanced
scenario if you're running a
dynamic web app or something like that.
You can set different events within your
page that you can run tests on so you
don't necessarily have to have a URL
change or page reload.
But let's go on down below here. So I've already got this
URL matches rule and this was actually
generated automatically when I saved my
first variant, and we do our best to try
to help you have that really basic
easy-to-use first URL matching rows so
you don't have to worry a lot about
setting those up, but if you want to add
some more advanced criteria you can just
hit this AND button, and we've got a
whole list of different criteria right here.
Now let's go ahead and walk through
each one of these a little bit of detail.
First I'm actually gonna call out the
second one here the Google Analytics audiences.
That particular one is an
Optimize 360 feature and this means
that we take the information that flows
through the audience's pipeline within
Google Analytics and use that back on
the first hit of your site.
Now they do have state-based audiences and they also
have audiences that persist and so you can
create a lot of different kinds of
experiences using those audiences,
and we'll get into more detail on how to set
that up and some good examples in
later Quick Tip videos.
But all of the other conditions here are actually
evaluated on each different event that
optimizes "turn it on." So that could be a
page load or could be one of those
custom events that I mentioned earlier.
So that means that if I have a URL rule
anytime that that checks it makes sure
that that URL is matching a particular
URL that I've set up beforehand.
Now there's a few other things here that I can get
into different parts of the URL if I need to,
but that applies to all these different criterias.
So let's go through each of these in just a
little bit more detail. Behavior has a couple of
different things in it, Time since first
arrival, and Paige referer.
So Time since first arrival is really useful if you
want to capture maybe just the most
new users, or maybe their first day, or
something like that.
Page referer is just like it sounds, you
can see where people are coming from.
Geo, this is all built-in this is all done
server-side to make things really really fast.
So we've got again these are all
the signals that come from GA and it's
actually the same list that you see
in GA to make sure that things are really
consistent, so you can look at City,
Region, which is often considered State
in the United States, and obviously takes
a different form in each country,
Metro is all a larger area than a City, and then Country.
On technology, there's a few
things here like Browser, Operating
system, the Device category, whether it's
a mobile or desktop environment, or maybe
just a little bit more Mobile device information.
And then the last of
targeting criteria down here are variety
of more technical variables that exists
on your page. So you can see things like
JavaScript variables, First-party cookies,
Custom JavaScript conditions,
Query parameters, or if you're using Google Tag Manager
Data layer variables.
So I'm going to show you just one of these.
So in this particular case I've actually
already set up one JavaScript variable
which is Logged-in Status, and that means
that there's a particular variable name
behind there which is called login,
and I'm going to say that that equals true,
and when I add that rule that gets added down below,
and I can always go back and edit
that rule if I want.
But that's just a real quick way to set up some more
powerful conditions that again use a combination
of things from devices, and things
evaluated server side, but also
client-side functionality like
JavaScript, and cookies, etc to make sure
you get the most power out of your
test, and you really serve that test or
personalized experience to exactly who
you want to see it.
Great. Thanks Jon.