Mastering ROI with Google Analytics

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Learn how to track ROI with Googl

Learn how to track ROI with Googl

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  • 1. Mastering ROI with Google Analytics David Vogelpohl @davidvmc #asmeetup Web Development & Mobile Apps & Online Marketing Mobile Web
  • 2. Nerd Alert!Useful information ahead and a cheat sheet at the end
  • 3. E=MC2 Universal formula Value – Cost = ROI
  • 4. The traditional view of value Value = Sales
  • 5. What else drives value? Sales Social Clicking on Ads Phone Calls Value Contact FormsWebsite Chat Lead Forms Email Subscriptions
  • 6. Benefits of weighted goal values Shed light on partially successful campaigns Identify strategies that drive engagement Track value your competitors are missing Optimize engagement to sales funnels
  • 7. Define your goals and weightsGoal ValueSale $150Social $2Phone Calls $20Website Chat $10Lead Forms $50Clicking on Ads $.50Contact Forms $5List Subscriptions $10
  • 8. URL DestinationExamples: Contact Forms, SignupProcesses, Lead Forms, Phone Calls, ListSubscriptions. Must be a web page!How to set it up:1. Log into Google Analytics2. Click Admin3. Click “Goals” sub-tab4. Click “+ Goal”5. Select “URL Destination”6. Define your “Goal Value” marketingclique.com/url-destinations
  • 9. onclick / onsubmit EventsExamples: Clicking onAds, Contact/Lead/Signup/List Formswithout “Thank You” pages, websitechat, playing a video, etc.How to set it up:1. Insert the onclick/onsubmit event code in the HTML of your website2. Log into Google Analytics3. Click Admin4. Click “Goals” sub-tab5. Click “+ Goal”6. Select “Event”7. Define “Goal Details”. Usually “Category” & “Action” will do.8. Set your “Goal Value”. Not sure of your “Goal Details”? marketingclique.com/gan-events Click Standard Reporting, Content, Events, Top Events to see a list of events which are tracking.
  • 10. Tracking ResourcesExamples: Sources oftraffic, keywords, specificads, social linking, campaignsHow to set it up:1. Go here marketingclique.com/gan- tracking2. Use dashes in your tags instead of spaces3. Generate the URL4. Use the URL to link your creative to your website.
  • 11. Custom Reports marketingclique.com/gan-report
  • 12. Evaluating Reports Resource Goal Value Cost eROI% Google $25,000 $10,000 150%(Goal Value – Cost) / Display Ads $6,500 $5,000 130%Cost = eROI% Landing A $12,500 Landing B $11,500
  • 13. What’s next? Evaluate engagement to sales data Make sure to track actual ROI! Adjust your goal values<$>event</$> Consider custom event values based on sources of traffic Sign up for Snap Engage Sign up for ifbyphone
  • 14. “Optimizing WordPress for Speed and Conversions” David Vogelpohl, Chris Pearson, Nick Reese August 12-14 New York, NY David Vogelpohl @davidvmcWeb Development & Mobile Apps & Online Marketing Mobile Web