advanced google analytics
DESCRIPTION
Slide deck from David Vogelpohl's presentation at the AUSOME meetup in Austin, TX on 10/2/2013. Learn how to track value and run amazing custom reports using Google Analytics.TRANSCRIPT
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Info packed meetups from Austin's best in online marketing
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Special Thanks!
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facebook.com/groups/beausome/
#beAusome
Check in & upload photos
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Food & BeerSponsored by
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Big Guns of Austin Startup Week
1. Guns provided2. Show, shoot network3. Pay at event4. Shoot for as little as $30
mclqe.co/biggunsatx
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David [email protected]
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Why use Google Analytics?
1. See what visitors do2. Measure value3. Take action
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“Normal”Google Analytics
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What am I supposed to do with this?
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Seriously?!?! Context?
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That’s Google Analytics?!
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Now we’re talking
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What you’re going to learn today
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Use multiple conversion metrics to track the
success of sources of traffic landing pages
and sales funnels
Understand the value of your website
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Measure value for your advertising and social media
campaigns
Drill down to learn more
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Take action on the data you see
Use data to plan and measure your
marketing & design efforts
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Step 1: Identify and Value Your Goals
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What are your goals?
Online SalesForm Leads
Phone LeadsOnline Chat
Social SharingEmail Lists
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What are goals worth?
CPATransaction Value
Don’t forget the back-end!
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Step 2: Setting up Goal Tracking
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DestinationsA web page is loaded
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Click/Submit Events
mclqe.co/eventsdoc
Someone clicks on something
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<input id=”contact-submit” class=”button” type=”submit” value=”Submit” onClick="_gaq.push(['_trackEvent', 'Contact', 'Lead', 'Sidebar', 100, false]);">
Event Code Example (form)
Category Action Label Value Non-Interaction
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Try these plugins for event tracking
Event Cheat Sheet
wordpress.org/plugins/google-analyticator
mclqe.co/trackeverything
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mclqe.co/eventhack
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Click / Submit Goals
JS FormsAd Clicks
Social Media ClicksEvent Value or Avg.
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Phone Call Tracking
Ask your providerUse number algos
Be warned of local SEOCheck out ifByPhone
ifbyphone.com
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Online Chat Tracking
snapengage.com
Event basedUse bit.ly/eventhackCheck out SnapEngage
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Ecommerce Tracking
Track every cent earnedProduct IDsCategoriesShipping& More!
mclqe.co/trackecommerce
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Ecommerce Code Example
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Many quality ecommerce themes and plugins will support native
ecommerce tracking
If yours doesn’t, try “Google Analytics for WordPress” by Yoast
mclqe.co/yoastanalytics
Ecommerce Cheat Sheet
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Step 3: Tag your links
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UTM Links
Tag anything you post with tracking
variables
Watch out for SEO!
mclqe.co/utmurls
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marketingclique.com/?utm_source=Facebook
&utm_medium=MC-Page&utm_term=05-06-2013
&utm_content=Speaking-Announcement&utm_campaign=WordCamp
UTM Breakdown
Use a URL Shortener When Posting!
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Step 4: Write Custom Reports
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How to Create Custom Reports
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Source Report Example
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Source Report
See what sources of traffic
drive value
mclqe.co/sourcereport
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Lead Report Example
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Lead Report
Find B2B leads that aren’t
contacting you
mclqe.co/leadsreport
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Brand Report Example
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Brand Report
See the popularity of
your brand over time
mclqe.co/brandreport
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Landing Page Report Example
Use for A/B tests too!
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Landing Page Report
See which landing pages
are creating the most value
mclqe.co/landingreport
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Don’t forget to annotate!
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Questions?
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Big Guns of Austin Startup Week
1. Guns provided2. Show, shoot network3. Pay at event4. Shoot for as little as $30
mclqe.co/biggunsatx