web analytics champs (wach) measuring online marketing campaign performance using google analytics...
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Web Analytics Champs (WACH)
Measuring Online Marketing Campaign Performance Using Google Analytics
Behdad BaratiWeb and Digital Analytics Consultant
Cyberlitix Technologies Inc.
Cyberlitix Technologies 2012 All rights reserved
Important Notices
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• You agreed to WACH disclaimer, goo.gl/Y0WOM
• Join WACH at bit.ly/vanWach• #VanWACH• Recording this meeting• Next meetup on Monday March 19th:
Omniture • Two days Google Analytics Training
Program on March 23rd, and 24th, register at: bit.ly/toGAM
• Upcoming webinars; Social Media Analytics, Date/Time will be announced
Cyberlitix Technologies 2012 All rights reserved
Outline
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o Benefit of Online Campaign Trackingo How to Track a Campaigno Best KPIs to Measure Performanceo Custom Segmentso Q/A
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Benefit of Online Campaign Tracking
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• Which marketing campaigns are driving the best traffic to the site
• How many visitors are coming to website from the campaigns
• What campaign creates more engagement
• Which campaigns create more conversion
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Problem
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• Google Analytics collects referrer from HTTP header
http://www.facebook.com/l.php?u=http%3A%2F%2Fbyzblog.com%2F2012%2F03%2F01%2Fsocial-media-performance-analysis-a-time-saver-approach%2F&h=QAQFtNfKKAQE2CJ27UEaSHCUj-wCw9VAQQjbWHCc7tywGTw
Cyberlitix Technologies 2012 All rights reserved
Cyberlitix Technologies 2012 All rights reserved
• HTTP referrer is not enough to differentiate multiple delivery methods
• Cases like:– Facebook Pages and profile– Linkedin Groups and profile– Twitter Accounts– Emails– Banner ad– Text Link
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How to Track a Campaign
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Google Analytics uses Link Tagging Technique for campaign tracking
/?utm_source=”Campaign Source”&utm_medium=”Campaign Medium”&utm_campaign=”Campaign Name”
Example: http://www.mywebsite.com/?
utm_source=facebook&utm_medium=page&utm_campaign=Feb_Ad_Campaign_12
Cyberlitix Technologies 2012 All rights reserved
Cyberlitix Technologies 2012 All rights reserved
Cyberlitix Technologies 2012 All rights reserved
Cyberlitix Technologies 2012 All rights reserved
Variable Meaning
utm_sourceThis is where you post your link, like email, facebook, or linkedin
utm_mediumThis shows how the url is being delivered, like email content, or facebook page
utm_campaignIt is simply the campaign name, pick what makes it easier to refer to it in the future, like Campaign1, or EmailCampaignJun2011
• Analytics tools provide a URL builder tool for link tagging
• Google Analytics provides Google URL Builder
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
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• Details of Marketing Campaign Tracking with Google Analytics at:
http://cyberlitix.com/blog/marketing-campaign-tracking-with-google-analytics/
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Create an Standard
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• Always create and standard for data consistency among campaign tracking
• Use a spreadsheet to keep a record of what you have already defined
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Considerations
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• Google Analytics uses UTMZ cookie to keep campaign values
• UTMZ expires in six month• Use _setCampaignCookieTimeout()
to change the expiry duration
• Example:Cookie expires in a day
_gaq.push(['_setCampaignCookieTimeout', 86400000]);
Cookie expires when closing the browser_gaq.push(['_setCampaignCookieTimeout', 0]);
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• Some link tags interferes with SEO• Use _setAllowAnchor() and append
URL tags with # instead of ?
• Example:Add _gaq.push(['_setAllowAnchor', true]); to GA
snippet
Tagged URL can be:http://mysite.net/
index.html#utm_source=In+House&utm_medium=email&utm_campaign=Fall+email+offers
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• More technical details here: http://code.google.com/apis/analytics/docs/gaJS/gaJSApiCampaignTracking.html#_gat.GA_Tracker_._setCampaignCookieTimeout
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• Be careful with Redirection, make sure redirected page persists the tag values to next page
• Third part redirections sometimes add your URL as a tag to their URL and campaign tags won’t be collected in GA
• Test encoded URLs with adding ?test=test before creating a campaign tagged URL
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My Best KPIs
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• Depends on your business size and nature, you need to look at different KPIs
• In general, look into three major areas:– Acquisition– Behaviour– Conversion
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• Visitor Acquisition– Number of Visitors– New vs. Returning
• Engagement– Bounce– Depth of Visit– Return Rate
• Outcome– Conversion Rate– Rate of Purchase
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I Love Segmentation!
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• Return Rate
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What’s Next
• Join WACH at bit.ly/vanWach if not a member yet
• A Book is coming out and you all get a free copy
• Next meetup on Monday March 19th: Omniture • Two days Google Analytics Training Program on
March 23rd, and 24th, register at: bit.ly/toGAM• Upcoming webinars; Social Media Analytics,
Date/Time will be announced
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Thank You
Happy Analytics
[email protected]@infiwiz
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