Conversion Tracking with Google Analytics

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Conversion Tracking quick wins with google analytics.

Conversion Tracking quick wins with google analytics.

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  • Start with story around why measurement is importantAdd GAAC Logo
  • Discussion points :The biggest overlooked benefit of Online medium for advertisement is its accountability.Why you should not lose on half of the ad budgetIf you want to increase something, you need to measure the baselineQuote animationRemove the date
  • Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
  • Discuss high level process of arriving at conversion tracking from website business objective. Make a smooth transition from measurement on earlier slide, mention what and how to track in previous slide.
  • Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
  • Relate this problem/Slide to the process of tracking.
  • Relate the segmentation to Question in the brief and to the process of tracking. Also relate this to what customization needs to happen for Google Analytics which is step 3
  • Try and generate WOW here , Become little more expressive ! Think something here that we can add to glamorize the action that can be taken.Find out better images for
  • Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
  • Connect this to slide 4 ,explain the process again to the users get’em involve into generating business questions and metrics
  • Talk about how much time you need to spend to get this done ?! 5 mins or less.
  • Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
  • Check if need to replace Google Analytics Customization instead of Tracking scheme
  • Generate wow Factor here by expression.Think of ways to display this table in chart format ? Would be easy for users
  • Provide an example of Ad copy tracking For e.g. By Radio Jockey

Transcript

  • 1. Conversion Tracking
    Tatvic Interactive
    Ravi Pathak | ravi@tatvic.com | 988-656-2617
  • 2. $200 for death !
  • 3. Need for Conversion Tracking
    “I know that half of my advertising budget is completely wasted, I’m just not sure which half.”
    Lord Leverhulme, Founder of Unilever
    “If you build a website, you must have a solid reason for doing so . . . It is crucial to understand how well it works—failure to do so is a waste of time and money.”
    Hurol Inan, Author of Measuring the Success of your Website
    “It has long been said you cannot manage what you cannot measure. Nowhere is this more true than on the web where examining what works and what doesn’t directly influences the bottom line.”
    Gartner Group
  • 4. Agenda
    Process of Tracking
    Goal Tracking & Segmentation Case Study
    Internal Site Search Case Study
    Radio Campaigns Case Study
  • 5. Process of Conversion Tracking
  • 6. Agenda
    Process of Tracking
    Goal Tracking & Segmentation Case Study
    Internal Site Search Case Study
    Radio Campaigns Case Study
  • 7. Goal Tracking and Segmentation
    Objective/Problem
    We have changed our website content to engage visitors from metro areas. Are these visitors providing me more leads?
    KPI/Metrics
    • Lead Conversion Funnel by Metro vs. Non metro
    • 8. Lead Conversion Funnel by Engaged Visitors
  • Successful Goal Tracking
    Return + Metro
    Old Site Traffic
    >5 mins+ Metro
  • 9. Goal Tracking & Segmentation
    Inferences
    • Return visits from metro convert at 11% vs. Old website’s conversion rate of 7%
    • 10. Visits that spend 5 mins or more are 3 times more likely to convert.
    Actions
    • Increase Adword-spend in metro regions
    • 11. Find what is most popular content for visits taking more than 5 mins and expand that
  • Agenda
    Process of Tracking
    Goal Tracking & Segmentation Case Study
    Internal Site Search Case Study
    Radio Campaigns Case Study
  • 12. Internal Site Search
    Objective/Problem
    • Is my Internal Site Search working well ?
    • 13. Do I need to switch to a better Custom Site Search Tool ?
    KPI/Metrics
    • Per Visit Value($$ Revenue / Visits)
    • 14. Exit Rate after Internal Site Search
    • 15. Time Spent after Internal Site Search
  • Internal Site Search(contd..)
    Inferences
    • 23% of internal Site search exits immediately after searching on site
    • 16. Users spend 5.5 mins after searching for a keyword
  • Internal Site Search
    • The visits that use site search produces 10 times more Per visit value (revenue/visit) as compared to those visits that don't use ISS
  • 17. Analysis/Actions
    • Every 4th visit that uses Internal Site Search end up exiting the site, the value of which is $31
    • 18. Opportunity cost of not improving efficiency of site search is huge.
    • 19. Use internal site search engine that provides relevant results for the users.
  • Agenda
    Process of Tracking
    Goal Tracking & Segmentation Case Study
    Internal Site Search Case Study
    Radio Campaigns Case Study
  • 20. Radio Campaign Tracking
    Objective/Problem
    “We are advertising on Radio Channels, how can we track the Return On Investment (ROI) for 2 different Radio Channels?”
    KPI/Metrics
    • No. of Leads by Radio channel
    • 21. Goal Value Per Lead by Radio channel
    • 22. Cost of Advertising for Radio Channel
  • Tracking Schema
    URL : samplesite.com/radioabc
    URL : samplesite.com/radioabc
    Re-Directed URL : samplesite.com/?utm_campaign=radiostationname&utm_source=city&utm_content=Adtype&utm_medium=date
  • 23. Radio Campaign Analysis
    Inferences
    • Conversion rate for Radio ABC is significantly better than XYZ
    • 24. Although Radio XYZ send little less than twice as much traffic to web property , ROI was low at 132% vs. 217% for Radio ABC
  • Radio Campaign Analysis /Actions
    Actions
    • Increased Ad Spent on Radio ABC due to higher ROI.
    • 25. Further Analyze the Ad copy for the same radio channel to increase the copy effectiveness.
    • 26. Further Analyze traffic pattern to select days on which to Advertize
  • About Tatvic
    Services
    Google Analytics Customizations
    Google Analytics Enterprise Level Implementation
    Landing Page Optimization (Increase Conversion Rate)
    Data Modeling, Behavioral Analytics, Customer Life Cycle Analysis
    Contact
    • Email : analytics@tatvic.com
    • 27. Twitter : @tatvic