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Slide deck from David Vogelpohl's presentation at the AUSOME meetup in Austin, TX on 10/2/2013. Learn how to track value and run amazing custom reports using Google Analytics.

Slide deck from David Vogelpohl's presentation at the AUSOME meetup in Austin, TX on 10/2/2013. Learn how to track value and run amazing custom reports using Google Analytics.

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Advanced Google Analytics Advanced Google Analytics Presentation Transcript

  • Info packed meetups from Austin's best in online marketing
  • Special Thanks!
  • facebook.com/groups/beausome/ #beAusome Check in & upload photos
  • Food & Beer Sponsored by
  • Big Guns of Austin Startup Week 1. Guns provided 2. Show, shoot network 3. Pay at event 4. Shoot for as little as $30 mclqe.co/biggunsatx
  • Advanced Google Analytics by: David Vogelpohl david@marketingclique.com @davidvmc
  • David Vogelpohl david@marketingclique.com
  • Why use Google Analytics? 1. See what visitors do 2. Measure value 3. Take action
  • “Normal” Google Analytics
  • What am I supposed to do with this?
  • Seriously?!?! Context?
  • That’s Google Analytics?!
  • Now we’re talking
  • What you’re going to learn today
  • Use multiple conversion metrics to track the success of sources of traffic landing pages and sales funnels Understand the value of your website
  • Measure value for your advertising and social media campaigns Drill down to learn more
  • Take action on the data you see Use data to plan and measure your marketing & design efforts
  • Step 1: Identify and Value Your Goals
  • What are your goals? Online Sales Form Leads Phone Leads Online Chat Social Sharing Email Lists
  • What are goals worth? CPA Transaction Value Don’t forget the back-end!
  • Step 2: Setting up Goal Tracking
  • Destinations A web page is loaded
  • Click/Submit Events mclqe.co/eventsdoc Someone clicks on something
  • <input id=”contact-submit” class=”button” type=”submit” value=”Submit” onClick="_gaq.push(['_trackEvent', 'Contact', 'Lead', 'Sidebar', 100, false]);"> Event Code Example (form) Category Action Label Value Non-Interaction
  • Try these plugins for event tracking Event Cheat Sheet wordpress.org/plugins/google-analyticator mclqe.co/trackeverything
  • mclqe.co/eventhack
  • Click / Submit Goals JS Forms Ad Clicks Social Media Clicks Event Value or Avg.
  • Phone Call Tracking Ask your provider Use number algos Be warned of local SEO Check out ifByPhone ifbyphone.com
  • Online Chat Tracking snapengage.com Event based Use bit.ly/eventhack Check out SnapEngage
  • Ecommerce Tracking Track every cent earned Product IDs Categories Shipping & More! mclqe.co/trackecommerce
  • Ecommerce Code Example
  • Many quality ecommerce themes and plugins will support native ecommerce tracking If yours doesn’t, try “Google Analytics for WordPress” by Yoast mclqe.co/yoastanalytics Ecommerce Cheat Sheet
  • Step 3: Tag your links
  • UTM Links Tag anything you post with tracking variables Watch out for SEO! mclqe.co/utmurls
  • marketingclique.com/ ?utm_source=Facebook &utm_medium=MC-Page &utm_term=05-06-2013 &utm_content=Speaking-Announcement &utm_campaign=WordCamp UTM Breakdown Use a URL Shortener When Posting!
  • Step 4: Write Custom Reports
  • How to Create Custom Reports
  • Source Report Example
  • Source Report See what sources of traffic drive value mclqe.co/sourcereport
  • Lead Report Example
  • Lead Report Find B2B leads that aren’t contacting you mclqe.co/leadsreport
  • Brand Report Example
  • Brand Report See the popularity of your brand over time mclqe.co/brandreport
  • Landing Page Report Example Use for A/B tests too!
  • Landing Page Report See which landing pages are creating the most value mclqe.co/landingreport
  • Don’t forget to annotate!
  • Questions?
  • Big Guns of Austin Startup Week 1. Guns provided 2. Show, shoot network 3. Pay at event 4. Shoot for as little as $30 mclqe.co/biggunsatx