0
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
mclq...
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 ...
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...
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 f...
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...
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
mclq...
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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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Transcript of "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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