More Related Content Similar to Google Analytics: Tracking the Money (20) More from Scott Thomas (20) Google Analytics: Tracking the Money1. Google Analytics
Master: Tracking the Money
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
2. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Overview
• What do we want to know?
• and how do we track it?
• What reports show this information?
• How can we simplify it?
3. What do we want to know?
• Who sends visitors to our site?
• Who sends visitors who book?
• How different sources compare in visitors and
bookings?
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Follow the Money!
4. How do we track that?
• Who sends visitors?
• Tracked by default in Acquisition
• Comparison of results by referral source?
• Can be configured as custom Segment
• How many bookings /how much revenue?
• Configure Ecommerce
• Configure Goals
One or the other (not
necessarily both)
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
5. Who sends Visitors?
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
• Acquisition
• Either All Traffic or All Referrals
• Default is sorted by number of Sessions
6. Compare results by source
• Same screen (Acquisition -‐> All Traffic / All
Referrers)
• Ecommerce or Goal Set view (if available)
• To compare similar sources (directories?)
• Create custom Segment
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
7. Create a custom Segment
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
• Add Segment -‐> New Segment
8. Create a custom Segment
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
• Name segment
• Filter Sessions
• List paid Traffic Sources
• Save
9. Create a custom Segment
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
10. Create a custom Segment
• Clicking “Test” will show if data will be created
• After saving, click Add Segment, select your
new segment, Apply
• Compare results of only the sources in your
new segment
• Get the Paid Listings segment at
http://goo.gl/F7FWs1
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
11. Why This Is Not Enough
• How do you decide if a source is sending
enough bookings to justify the expense?
• “Seems like they're not sending enough
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
traffic”
12. Why This Is Not Enough
• What if Google sends you AdWords bucks to
try?
– How will you know if it sent bookings?
• What if Directory “X” calls to ask you to
upgrade, promising more traffic?
• How will you know it is worth it?
• How do you know if a new paid listing is
bringing new bookings?
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
13. The only way to KNOW
• Flying by the seat of your pants isn't good
enough!
• You need to
• Compare bookings
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
before/after (not
just visitors)
• Compare organic
before/after to
PPC+Organic
14. The only way to KNOW
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Is to
Follow
the
Money!
15. Tracking the Money
• Using Ecommerce tracking
• Using Goals
• Caution: If you have both set up to track the
same event (booking), be careful that reports
don’t “double-‐dip”
• Your Booking Engine must support GA for both
and must support Ecommerce to track it.
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
16. Whichever method you use
• You need to make a small, cut-‐and-‐paste,
change to your GA code on your website (to
allow tracking to include your booking engine)
• If you use Universal Analytics:
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
• http://goo.gl/LutTMe
• If you use traditional GA:
• http://goo.gl/dTvQIN
17. Ecommerce Tracking
• Setup
• Admin -‐> View -‐> Ecommerce Settings (ON)
• Set up check-‐out screens for ecommerce
• Must use booking engine that supports
ecommerce, or there will be no data
• If they support ecommerce, this part will
be set up for you
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
18. No Ecommerce? Set up Goals
• What we will need:
• URL of the page after a booking is
completed
• Preferably, URLs of pages leading to a
completed booking
• Value of your average booking
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
19. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Goals
• In GA, Admin -‐> View -‐> Goals
• Click New Goal
20. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Goals
• Provide Goal name
• Set type to
Destination
• Click “Next step”
21. • Put the
URL for
the goal
in the
box
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Goals
• Change “Equals to” to “Begins with” if your
URL has a question mark followed by other
data at the end of the URL, then remove the
question mark and everything after it.
22. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Goals
• Turn on Value, and enter the value of your
average booking in the box.
23. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Goals
• The Goal will work now
• Data will show up after about a day
• If you would like to be able to see where
prospective bookers abandon the booking
process, add a Funnel
24. Goals -‐ Adding a Funnel
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
• Turn on
Funnel,
then add
the pages
users
follow to
complete
the goal.
• Save
25. Viewing Ecommerce Data
• Acquisition -‐> All Traffic, select Ecommerce at
top of page
• Conversions -‐> Ecommerce -‐> Overview, select
Source/Medium (full report is same as #1)
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
26. Viewing Ecommerce Data
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
27. Comparing Sources
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Using our Segment of Paid Sources
Sources bringing revenue
28. Compare Time Ranges
Before/After (usually year-‐over-‐year)
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
29. Compare Time Ranges
Before/After (usually year-‐over-‐year)
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
30. Giving Partial Credit
• Multi-‐Channel Funnels (MCF)
• Gives partial credit to sites sending visitors
who return multiple times before booking
• Assisted Conversions are conversions a
source participates in without being the
final conversion interaction (Last Click)
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
31. Multi-‐Channel Funnels
• Conversions -‐> MCF -‐> Assisted Conversions
• Then click the Channel you want to view
(Referrals, Organic, Direct, Paid Search, etc.)
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
32. Multi-‐Channel Funnels
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
33. Automate Reports
• Build a Dashboard
• Widgets provide graphs and charts for “At-‐a-‐
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Glance” info
• Shortcuts create Bookmarks for favorite
reports
• Email Reports
• Once, daily, weekly, monthly, quarterly
34. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Dashboards
Columns for Acquisition, Behavior, and Conversions
35. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Dashboards
• Get the sample Ecommerce Dashboard at
http://goo.gl/e2dZxT
36. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Email Reports
• Open a report you want to receive
• Click “Email”
• Enter Recipient email address
• Select format (CSV, PDF, etc.)
• Select frequency
• Add some text
• Send
38. Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Summary
• See who sends visitors in Acquisition
• Compare sources using custom Segments
• Evaluate results by Bookings (not visits)
Follow the Money!
• Automate reports with Dashboards, Shortcuts,
Email
39. Google Analytics
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014
© 2014 Scott Thomas, Confidential
Thank You!