Custom Event Strategies for theAnalytics PioneerHow to See the Insights Trees for the Data ForestJosh BraatenRasmussen Col...
@JLBraaten   New York| March 25–28, 2013 | #SESNYJosh Braaten:ContentScientists.com/about
@JLBraaten   New York| March 25–28, 2013 | #SESNYNot Everything is Tracked Right Out-of-the-Box
@JLBraaten   New York| March 25–28, 2013 | #SESNYEnter, the Analytics Pioneer!
@JLBraaten   New York| March 25–28, 2013 | #SESNYWithout Analytics Planning and Custom Events
@JLBraaten   New York| March 25–28, 2013 | #SESNYSome Things That Should Not Have Been Forgotten…
@JLBraaten   New York| March 25–28, 2013 | #SESNY                        …Were Lost.
@JLBraaten   New York| March 25–28, 2013 | #SESNYKick Back and Get Ready…
@JLBraaten   New York| March 25–28, 2013 | #SESNY…to See the Insights Trees      for the Data Forest
@JLBraaten   New York| March 25–28, 2013 | #SESNYReady to Become an Analytics Pioneer?
@JLBraaten   New York| March 25–28, 2013 | #SESNYAnalytics Pioneer’s Guide to Custom Events:• Always Start with KPI Planni...
@JLBraaten   New York| March 25–28, 2013 | #SESNYFinding Your Path by Finding KPIs
@JLBraaten   New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs)   Acquisition     Engagement           ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for TuitionAcquisition KPIs:   • # and ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for TuitionEngagement KPIs:  • Price in...
@JLBraaten   New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for TuitionOutcome KPIs:  • CR% for tui...
@JLBraaten      New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs:     •...
@JLBraaten      New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs:     •...
@JLBraaten   New York| March 25–28, 2013 | #SESNYSlide Header Here                          Two Trees Do Not a            ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYEvents Mistakes to Avoid
@JLBraaten   New York| March 25–28, 2013 | #SESNY Mistake #1: NotStocking Up on the   Right Events
@JLBraaten      New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs:     •...
@JLBraaten      New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs:     •...
@JLBraaten   New York| March 25–28, 2013 | #SESNYMistake #2: Veering From the Path
@JLBraaten   New York| March 25–28, 2013 | #SESNYThere’s No Replacing a Good Event With More Data
@JLBraaten   New York| March 25–28, 2013 | #SESNYMistake #3: Being Fooledby Look-Alike Metrics
@JLBraaten   New York| March 25–28, 2013 | #SESNYThese Metrics Can’t Do What Events Can Do
@JLBraaten      New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs:     •...
@JLBraaten   New York| March 25–28, 2013 | #SESNYForging a Path by Tagging Events
@JLBraaten   New York| March 25–28, 2013 | #SESNYAnatomy of a Google Analytics EventGA event method             Record uni...
@JLBraaten   New York| March 25–28, 2013 | #SESNYhttp://rasmussen.co/gaeventplanner
@JLBraaten   New York| March 25–28, 2013 | #SESNY  I Think It Works?="_gaq.push([_trackEvent, "&B4&","&B5&", "&B6&""&if(is...
@JLBraaten   New York| March 25–28, 2013 | #SESNY
@JLBraaten   New York| March 25–28, 2013 | #SESNYEvents Can Trigger Goals, Too
@JLBraaten   New York| March 25–28, 2013 | #SESNYNow We’reCooking…
@JLBraaten   New York| March 25–28, 2013 | #SESNY Tracking Click-Based Downloads  Category    research-guides  Action     ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Gated DownloadsCategory   research-guidesAction        download ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Affiliate LinksCategory   Outgoing LinksAction          Ads     ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Form ErrorsCategory      errorsAction     email-address   _gaq.p...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Embedded Map EngagementCategory      mapsAction      directions ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Video ActivityCategory          VideoAction            Play     ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYDon’t Forget About Other Analytics Sources
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Organic Keyword RankingsCategory   rank-trackerAction      keywo...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking Conversion Rate Optimization VariationsCategory         vwoActio...
@JLBraaten   New York| March 25–28, 2013 | #SESNY     Tracking Article Engagement      Category                  reading  ...
@JLBraaten      New York| March 25–28, 2013 | #SESNYBut What About Our Tuition Estimator?• Acquisition KPIs:     • # and %...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTracking a Tuition EstimatorCategory     tution-estimatorAction        ca...
@JLBraaten   New York| March 25–28, 2013 | #SESNYYou’re Not Out of the Woods Yet
@JLBraaten      New York| March 25–28, 2013 | #SESNYCustom Events Can’t Track Everything• Acquisition KPIs:     • # and % ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYSometimes You Need Qualitative Data Too
@JLBraaten      New York| March 25–28, 2013 | #SESNYNow We Have Everything We Need• Acquisition KPIs:     • # and % of vis...
@JLBraaten   New York| March 25–28, 2013 | #SESNYTelling the Story
@JLBraaten   New York| March 25–28, 2013 | #SESNYPeople Care About Price…        …But They Care More About the Outcome
@JLBraaten     New York| March 25–28, 2013 | #SESNY           Price Interest by School of StudySchool 1                   ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYMost Segments Improved in Task Completion           …But Website Segment ...
@JLBraaten   New York| March 25–28, 2013 | #SESNYAnother Forest for Another Day
@JLBraaten   New York| March 25–28, 2013 | #SESNYAnalytics Pioneer’s Takeaways• Always Start with KPI Planning• Avoid Cust...
@JLBraaten   New York| March 25–28, 2013 | #SESNYThank You
@JLBraaten   New York| March 25–28, 2013 | #SESNYJosh Braaten:ContentScientists.com/about
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Custom Event Strategies for the Web Analytics Pioneer

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Web analytics platforms like Google Analytics are full of actionable insights for your website, but sometimes your metrics must come from custom events, which aren't tracked in an out-of-the-box implementation of GA. Enter the Analytics Pioneer! Learn all about custom event tagging strategies, the anatomy of a Google Analytics custom event, and 10 practical examples of custom event implementations. Originally presented at SES New York on 3/28/13.

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Transcript of "Custom Event Strategies for the Web Analytics Pioneer"

  1. 1. Custom Event Strategies for theAnalytics PioneerHow to See the Insights Trees for the Data ForestJosh BraatenRasmussen CollegeAssociate Director of Inbound MarketingNew York | March 25–28 #SESNY
  2. 2. @JLBraaten New York| March 25–28, 2013 | #SESNYJosh Braaten:ContentScientists.com/about
  3. 3. @JLBraaten New York| March 25–28, 2013 | #SESNYNot Everything is Tracked Right Out-of-the-Box
  4. 4. @JLBraaten New York| March 25–28, 2013 | #SESNYEnter, the Analytics Pioneer!
  5. 5. @JLBraaten New York| March 25–28, 2013 | #SESNYWithout Analytics Planning and Custom Events
  6. 6. @JLBraaten New York| March 25–28, 2013 | #SESNYSome Things That Should Not Have Been Forgotten…
  7. 7. @JLBraaten New York| March 25–28, 2013 | #SESNY …Were Lost.
  8. 8. @JLBraaten New York| March 25–28, 2013 | #SESNYKick Back and Get Ready…
  9. 9. @JLBraaten New York| March 25–28, 2013 | #SESNY…to See the Insights Trees for the Data Forest
  10. 10. @JLBraaten New York| March 25–28, 2013 | #SESNYReady to Become an Analytics Pioneer?
  11. 11. @JLBraaten New York| March 25–28, 2013 | #SESNYAnalytics Pioneer’s Guide to Custom Events:• Always Start with KPI Planning• Avoid Custom Event Mistakes• Be Disciplined About Tagging Events• Use Events With Other KPI to Tell the Story
  12. 12. @JLBraaten New York| March 25–28, 2013 | #SESNYFinding Your Path by Finding KPIs
  13. 13. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) Acquisition Engagement Outcomes • Who saw it? • What did • Did they take they do? action?
  14. 14. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for TuitionAcquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages
  15. 15. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for TuitionEngagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level
  16. 16. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for TuitionOutcome KPIs: • CR% for tuition calculator users vs. rest of site • CR% for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition
  17. 17. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  18. 18. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info Almost everything we need isn’t tracked.
  19. 19. @JLBraaten New York| March 25–28, 2013 | #SESNYSlide Header Here Two Trees Do Not a Forest Make
  20. 20. @JLBraaten New York| March 25–28, 2013 | #SESNYEvents Mistakes to Avoid
  21. 21. @JLBraaten New York| March 25–28, 2013 | #SESNY Mistake #1: NotStocking Up on the Right Events
  22. 22. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree program• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  23. 23. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info Custom events can track most of what we need.
  24. 24. @JLBraaten New York| March 25–28, 2013 | #SESNYMistake #2: Veering From the Path
  25. 25. @JLBraaten New York| March 25–28, 2013 | #SESNYThere’s No Replacing a Good Event With More Data
  26. 26. @JLBraaten New York| March 25–28, 2013 | #SESNYMistake #3: Being Fooledby Look-Alike Metrics
  27. 27. @JLBraaten New York| March 25–28, 2013 | #SESNYThese Metrics Can’t Do What Events Can Do
  28. 28. @JLBraaten New York| March 25–28, 2013 | #SESNYKey Performance Indicators (KPIs) for Tuition• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info When you need an event, you need an event.
  29. 29. @JLBraaten New York| March 25–28, 2013 | #SESNYForging a Path by Tagging Events
  30. 30. @JLBraaten New York| March 25–28, 2013 | #SESNYAnatomy of a Google Analytics EventGA event method Record unique user Attribute optional behaviors and acts integer values_gaq.push([_trackEvent, Category, Action, Label, Value, interaction]);Organize different types Associate dynamic or Determine if yourof custom events static values with events event affects bounces
  31. 31. @JLBraaten New York| March 25–28, 2013 | #SESNYhttp://rasmussen.co/gaeventplanner
  32. 32. @JLBraaten New York| March 25–28, 2013 | #SESNY I Think It Works?="_gaq.push([_trackEvent, "&B4&","&B5&", "&B6&""&if(isblank(B7),"", ","&B7&"")&if(isblank(B7),if(B8="Yes“,", , true", ""),if(B8="Yes",", true", ""))&"]);"
  33. 33. @JLBraaten New York| March 25–28, 2013 | #SESNY
  34. 34. @JLBraaten New York| March 25–28, 2013 | #SESNYEvents Can Trigger Goals, Too
  35. 35. @JLBraaten New York| March 25–28, 2013 | #SESNYNow We’reCooking…
  36. 36. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Click-Based Downloads Category research-guides Action download _gaq.push([_trackEvent, research- guides, download, compare- Label compare-rasmussen rasmussen]); Value - Non-Int? -Example:
  37. 37. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Gated DownloadsCategory research-guidesAction download _gaq.push([_trackEvent, research- guides, download, business-careers]);Label business-careersValue -Non-Int? -
  38. 38. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Affiliate LinksCategory Outgoing LinksAction Ads _gaq.push([_trackEvent, Outgoing Links, Ads, Blog Sidebar]);Label Blog SidebarValue -Non-Int? -
  39. 39. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Form ErrorsCategory errorsAction email-address _gaq.push([_trackEvent, errors, email- address, ‘valid email|ignition]);Label [rule][value]Value -Non-Int? - Credit: Adam Singer http:rasmussen. co/tfbevents
  40. 40. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Embedded Map EngagementCategory mapsAction directions _gaq.push([_trackEvent, maps, directions, bloomington]);Label bloomingtonValue -Non-Int? -
  41. 41. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Video ActivityCategory VideoAction Play _gaq.push([_trackEvent, Video, Play, How Do You Become a Nurse]);Label How Do You Become a NurseValue -Non-Int? - Credit: http:wistia.com/doc /google-analytics
  42. 42. @JLBraaten New York| March 25–28, 2013 | #SESNYDon’t Forget About Other Analytics Sources
  43. 43. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Organic Keyword RankingsCategory rank-trackerAction keyword _gaq.push([_trackEvent, rank-tracker, keyword, url, 4, true]);Label [page]Value [rank]Non-Int? True Credit: AJ Kohn http://rasmussen.co /kohnevents
  44. 44. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking Conversion Rate Optimization VariationsCategory vwoAction visit _gaq.push([_trackEvent, vwo, visit, hp- 007-a, , true]);Label hp-007-aValue - _gaq.push([_trackEvent, vwo, visit, hp- 007-b, , true]);Non-Int? true Variation A Variation B
  45. 45. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Article Engagement Category reading Action article-load _gaq.push([_trackEvent, reading, article- load, url, 100, true]); Label url Value 100 Non-Int? true _gaq.push([_trackEvent,reading, start-reading, url, 50]); Credit: Justin Cutroni http://rasmussen. co/cutronievents _gaq.push([_trackEvent, _gaq.push([_trackEvent, reading, page-bottom, url,reading, content-bottom, url, 10]); 25]);
  46. 46. @JLBraaten New York| March 25–28, 2013 | #SESNYBut What About Our Tuition Estimator?• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  47. 47. @JLBraaten New York| March 25–28, 2013 | #SESNYTracking a Tuition EstimatorCategory tution-estimatorAction calculate-tuition _gaq.push([_trackEvent, tuition- estimator, calculate-tuition,Label [zip]|[school]|[progra 55116|bu|mark|ba|0|0, 110]); m]|[credential]|[grant s]|[partner]Value [credits]Non-Int? -
  48. 48. @JLBraaten New York| March 25–28, 2013 | #SESNYYou’re Not Out of the Woods Yet
  49. 49. @JLBraaten New York| March 25–28, 2013 | #SESNYCustom Events Can’t Track Everything• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  50. 50. @JLBraaten New York| March 25–28, 2013 | #SESNYSometimes You Need Qualitative Data Too
  51. 51. @JLBraaten New York| March 25–28, 2013 | #SESNYNow We Have Everything We Need• Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages• Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level• Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  52. 52. @JLBraaten New York| March 25–28, 2013 | #SESNYTelling the Story
  53. 53. @JLBraaten New York| March 25–28, 2013 | #SESNYPeople Care About Price… …But They Care More About the Outcome
  54. 54. @JLBraaten New York| March 25–28, 2013 | #SESNY Price Interest by School of StudySchool 1 8.1%School 2 6.9%School 3 6.3%School 4 6.1%School 5 5.6%School 6 5.2%School 7 3.9%
  55. 55. @JLBraaten New York| March 25–28, 2013 | #SESNYMost Segments Improved in Task Completion …But Website Segment D is a Big Deal
  56. 56. @JLBraaten New York| March 25–28, 2013 | #SESNYAnother Forest for Another Day
  57. 57. @JLBraaten New York| March 25–28, 2013 | #SESNYAnalytics Pioneer’s Takeaways• Always Start with KPI Planning• Avoid Custom Event Mistakes• Be Disciplined About Tagging Events• Use Events With Other KPI to Tell the Story
  58. 58. @JLBraaten New York| March 25–28, 2013 | #SESNYThank You
  59. 59. @JLBraaten New York| March 25–28, 2013 | #SESNYJosh Braaten:ContentScientists.com/about
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