The document discusses how to use event tracking in Google Analytics to improve marketing performance beyond just tracking email clicks. It provides several examples of using event tracking for things like tracking outbound links, embedded video playback, on-page interactions like form submissions, and mobile interactions like phone calls to then build remarketing audiences. The key message is that event tracking provides more insight into user behavior and allows building custom audiences for more targeted remarketing campaigns to improve marketing results.

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How to Use Event Tracking to Improve Marketing Performance
LET’S START
USING EVENT
TRACKING FOR
MORE THAN
EMAIL CLICKS

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How I First Felt When Learning About Event
Tracking
“We got so many
email clicks!”

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Bosses and Colleagues? Not Impressed.

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Hi. I’m Joe Martinez
“2016 Top 5 Rising
Star in PPC”
– PPC Hero

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Sorry Alice Cooper, Milwaukee Doesn’t Mean, “The Good Land”

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Random, Fun Joe Fact: I LOVE VINYL

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Before We Begin…2 Assumptions

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1. Just Like Me, You’re Not a Developer

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2. You Already Know and Love Google Tag Manager

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Use Event Tracking to Improve Conversion Rates
http://bit.ly/2lcp2MH

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Was the Form Completed or Not?

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Where Did Users Drop Off?

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Segment by Device

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Analyze Form Engagement on Mobile

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Have Data to Show Clients Where Users Drop Off
→ =
Conversion
Rate
increased
42%

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Tracking Outbound Links with Simo Ahava
http://bit.ly/2kxALqb

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Outbound Link Event Tracking Tag Set Up

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Outbound Link Event Tracking in Analytics

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Add Label As Your Secondary Dimension

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Search for Those Outbound Links in Display Planner

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Show Branding or Remarketing Ads to More Users
*Guitar Center is not my client. Just an example!*

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Every ad group I have running
Display Ads from Outbound Link
Audiences has at least a 34%
higher CTR
Reach a More Relevant Audience
Thanks Simo!

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Event Track Embedded Video Content
http://bit.ly/2lVr1oo

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Optimize Smart’s Video Event Tracking Tag

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View Video Events in Analytics

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Wait a Minute…

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Use Someone Else’s Content to Your Advantage
This is not my
client’s video, but we
have it on the blog.

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Use Someone Else’s Content to Your Advantage
Now we can
see what
types of
video content
users like the
most on our
site.

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Test Out Related Content on Other Channels
*Keep in mind the targeting of the original campaign*

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Use Event Tracking for Intent-Based Remarketing

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Google Analytics Audiences

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*GASP* Remarketing Audiences from Events!

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Remember the Form Engagement Event?

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Audience for Users Who Never Completed a Form

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Who Do You Think Is More Likely to Convert?

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Every ad group I’m using “skipped
form” audiences has at least a
22% higher
conversion rate
Reach a More Relevant Audience
Thanks LunaMetrics!

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On-Page Events – Mobile Click-to-Call Example

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Mobile Click-to-Call Trigger

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Mobile Click-to-Call Tag

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Create One Audience for Morning Off-Hours

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Create a Second Audience for Evening Off-Hours

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Add Off-Hours Audiences to an Ad Group

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Focus Ad Message to Bring Users Back

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Why Keep Pursuing After a Call Is Made?
You know
your
customer
service is not
as good as
this team.

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Why Keep Pursuing After a Call Is Made?
Maybe you
have a better
chance
closing the
deal with
better CRM
data.

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Don’t Forget About Layering!

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Try to Connect with the Individual Even If the Audience is Big

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Free Slides for Everyone!
granularmarketing.com/smx-west-2017

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
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