fdma: google analytics
Post on 11-Sep-2014
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DESCRIPTION
Florida Direct Marketing Association’s January 19th Event: Joe Laratro’s Presentation on Google Analytics: Effectively Tracking Your MarketingTRANSCRIPT
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Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 1
Google Analytics Effectively Tracking Your Campaigns
Presented by: Joe Laratro President, Tandem Interactive
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Web Analytics
• Latest Features of Google Analytics • Core Analytics Concepts • Optimization & Communication Based on
Analytics • Analytics Homework • Top Secret Slide
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Quick Credentials
• 12 Years of Pure SEO / SEM • Yahoo Strategic Provider Program • MSN Search Council • MCT – Microsoft Certified Trainer • Author of the DMA’s Natural SEO Module • SEOClass Professor • WebmasterWorld’s Pubcon Advisory Board • University of San Francisco’s Online Marketing Master’s
Certificate Program • Former President of SFIMA
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Real Time Analytics
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Real Time Analytics
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Real Time Analytics
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Intelligence Reports
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Linking Multiple Adwords Accounts
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Linking Multiple Adwords Accounts
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Async Snippet
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Async Snippet
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SEO Reporting
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SEO Reporting
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Secure Search
• Nov 2011 – Google Secure Search Obscures Search Query In Analytics
• Supposed to Only Effect 10% • Already Effecting Over 20% • Dreaded (not provided) • With Google+ Adoption This Is Only Going To Get Worse
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Customized Dashboards
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Social Search
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Social Search
• http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html
• _gaq.push(['_trackSocial', network, socialAction, opt_target, opt_pagePath]);
• FB Like Code: • FB.Event.subscribe('edge.create', function(targetUrl) {
_gaq.push(['_trackSocial', 'facebook', 'like', targetUrl]); });
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Core Analytics Concepts
• Bounce Rate • Key Performance Indicators (KPIs)
– New vs. Returning – Pages per Visit – Amount of Organic Keyword Referrals ** Argh ** – Amount of Organic Traffic
• Tracking URLs – http://www.joe.com/?utm_source=FDMA&utm_medium=PR
EZO&utm_campaign=1-19-12
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Offline Media Tracking / Call Tracking
• Vanity URLs – 301 Redirect With Source Tracking
• Call Tracking Solutions – Mongoose Metrics – If By Phone – Who’s Calling – Marchex
• Custom Solutions – Limitless – Total Protect Concept
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Our PromoID Solution - Offline & Online Sales Tracking
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Our PromoID Solution - Offline & Online Sales Tracking
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• var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-‘X]); _gaq.push(['_setDomainName', '.totalprotect.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();
• _gaq.push(['_setCustomVar',1,'13623','00000', 1]);
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Our PromoID Solution - Offline & Online Sales Tracking
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Optimizing Based On Analytics
• Set Of Reports For Client Meetings
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Organic Search Traffic 2011 vs. 2010
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Organic Search Traffic 2011 vs. 2010
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SEO KPIs
• Organic Search Growth 2011 vs. 2010 – Google – 32% – Bing – 50% – Yahoo – 30%
• Amount of Traffic – 201,080 vs. 151,317
• Amount of Keywords – 51,277 vs. 37,402
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Google Analytics – City Tracking
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City Sept 2011 Searches Sept 2010 Searches % Change Sept 2011 Keywords Sept 2010 Keywords % Change Sept 2011 Referrals Sept 2010 Referals % ChangeAtlanta 349 78 347% 200 70 186% 17 9 89%Austin 206 99 108% 123 66 86% 12 17 -29%Baton Rouge 52 15 247% 42 15 180% 9 4 125%Birmingham 210 182 15% 121 82 48% 11 9 22%Boise 151 91 66% 72 57 26% 8 2 300%Charlotte 359 414 -13% 140 146 -4% 16 23 -30%Chicago 99 57 74% 64 46 39% 19 14 36%Cincinnati 292 217 35% 152 99 54% 10 7 43%Columbus 56 0 0% 41 0 0% 8 0 0%Connecticut 98 49 100% 86 46 87% 12 11 9%Corpus Christi 82 42 95% 48 31 55% 5 12 -58%Dallas 462 185 150% 302 117 158% 18 16 13%Denver 347 412 -16% 175 161 9% 15 7 114%Fort Myers 110 25 340% 77 25 208% 5 4 25%
City Sept 2011 Searches Aug 2011 Searches % Change Sept 2011 Keywords Aug 2011 Keywords % Change Sept 2011 Referrals Aug 2011 Referals % ChangeAtlanta 349 448 -22% 200 251 -20% 17 26 -35%Austin 206 328 -37% 123 188 -35% 12 13 -8%Baton Rouge 52 93 -44% 42 72 -42% 9 12 -25%Birmingham 210 308 -32% 121 140 -14% 11 14 -21%Boise 151 163 -7% 72 70 3% 8 6 33%Charlotte 359 229 57% 140 114 23% 16 22 -27%Chicago 99 116 -15% 64 74 -14% 19 15 27%Cincinnati 292 442 -34% 152 196 -22% 10 14 -29%Columbus 56 59 -5% 41 37 11% 8 19 -58%Connecticut 98 151 -35% 86 122 -30% 12 8 50%Corpus Christi 82 98 -16% 48 63 -24% 5 8 -38%Dallas 462 566 -18% 302 300 1% 18 23 -22%Denver 347 393 -12% 175 179 -2% 15 14 7%Fort Myers 110 124 -11% 77 99 -22% 5 8 -38%
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Google Analytics - Limitations
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More Optimizing Based On Analytics
• Properly Setup Goals / E-commerce • Properly Code Analytics For Channel Tracking • Utilize Conversion Data For Other Channel Optimization • Examine Other Dimensions Of Conversions • Customize Reports For Audience • Customize Reports For Need (Leads + Cost) • Use Advanced Features Of GA – Filters, Segments, Custom
Variables, Event Tracking
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Web Analytics Best Practices
• Security – BE VERY CAREFUL • Annotations – Record Major Events
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• Weekly Reporting • Monthly Reporting
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Troubleshooting Assistance!
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Top Secret Slide! No Tweets! No Blogs!
• Google Analytics Segments -> Near Future Google Adwords Retargeting Method – Time On Site – Location – Browser – Device – Amount Of Visits – Much, Much More Robust Targeting
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Analytics Homework
• Make New Analytics Version Your Default • Check That Adwords Is Properly Linked • Link Google Webmaster Tools • Experiment with (1) Real Time Beta, Custom Variables, Custom
Reports, Social Engagement • Create a Custom Dashboard for 2 Audiences • Identify Your KPIs • Schedule Weekly Reviews of Intelligence Reports ** Watch for Email Reports, PDF Reports, & Other New Features
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Pubcon Paradise, February 12-14, 2012
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20% Discount Code:jl-3856020
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Thank You!
Tandem Team – We are the Mover of Websites! Chris Rodman – PPC Sara Ayala - PPC Mona Cohen - SEO Copywriter Erika Thomas - SEO Copywriter, Link Builder Linda Kempin – SEO Copywriter Martin Herrera – Link Builder Lauren Demarco – Customer Care Bill Gilliland – Local Search “The SEO Diet” PPT or White Papers Live weekly classes for University of San Francisco