Advanced Google Analytics

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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.

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Advanced Google Analytics

  1. 1. Info packed meetups from Austin's best in online marketing
  2. 2. Special Thanks!
  3. 3. facebook.com/groups/beausome/ #beAusome Check in & upload photos
  4. 4. Food & Beer Sponsored by
  5. 5. 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
  6. 6. Advanced Google Analytics by: David Vogelpohl david@marketingclique.com @davidvmc
  7. 7. David Vogelpohl david@marketingclique.com
  8. 8. Why use Google Analytics? 1. See what visitors do 2. Measure value 3. Take action
  9. 9. “Normal” Google Analytics
  10. 10. What am I supposed to do with this?
  11. 11. Seriously?!?! Context?
  12. 12. That’s Google Analytics?!
  13. 13. Now we’re talking
  14. 14. What you’re going to learn today
  15. 15. Use multiple conversion metrics to track the success of sources of traffic landing pages and sales funnels Understand the value of your website
  16. 16. Measure value for your advertising and social media campaigns Drill down to learn more
  17. 17. Take action on the data you see Use data to plan and measure your marketing & design efforts
  18. 18. Step 1: Identify and Value Your Goals
  19. 19. What are your goals? Online Sales Form Leads Phone Leads Online Chat Social Sharing Email Lists
  20. 20. What are goals worth? CPA Transaction Value Don’t forget the back-end!
  21. 21. Step 2: Setting up Goal Tracking
  22. 22. Destinations A web page is loaded
  23. 23. Click/Submit Events mclqe.co/eventsdoc Someone clicks on something
  24. 24. <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
  25. 25. Try these plugins for event tracking Event Cheat Sheet wordpress.org/plugins/google-analyticator mclqe.co/trackeverything
  26. 26. mclqe.co/eventhack
  27. 27. Click / Submit Goals JS Forms Ad Clicks Social Media Clicks Event Value or Avg.
  28. 28. Phone Call Tracking Ask your provider Use number algos Be warned of local SEO Check out ifByPhone ifbyphone.com
  29. 29. Online Chat Tracking snapengage.com Event based Use bit.ly/eventhack Check out SnapEngage
  30. 30. Ecommerce Tracking Track every cent earned Product IDs Categories Shipping & More! mclqe.co/trackecommerce
  31. 31. Ecommerce Code Example
  32. 32. 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
  33. 33. Step 3: Tag your links
  34. 34. UTM Links Tag anything you post with tracking variables Watch out for SEO! mclqe.co/utmurls
  35. 35. 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!
  36. 36. Step 4: Write Custom Reports
  37. 37. How to Create Custom Reports
  38. 38. Source Report Example
  39. 39. Source Report See what sources of traffic drive value mclqe.co/sourcereport
  40. 40. Lead Report Example
  41. 41. Lead Report Find B2B leads that aren’t contacting you mclqe.co/leadsreport
  42. 42. Brand Report Example
  43. 43. Brand Report See the popularity of your brand over time mclqe.co/brandreport
  44. 44. Landing Page Report Example Use for A/B tests too!
  45. 45. Landing Page Report See which landing pages are creating the most value mclqe.co/landingreport
  46. 46. Don’t forget to annotate!
  47. 47. Questions?
  48. 48. 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

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