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.

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

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