The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From

The Two Required Features of Google Analytics thatTell You Where Your Revenue Comes From Lars Lofgren Marketing Analyst - October 2012 info@kissmetrics.com - Confidential - Do not distribute

@larslofgren #KISSwebinar

We’ll cover...1 How to get ecommerce working2 How to set up goals3 Q&A

Our goal: connect data back to revenue

WHEN TO USEEcommerce

Use ecommerce tracking if you take credit cards

Google Analytics doesn’t do this by default

Step 1: Enable Ecommerce Tracking

DEMOTime

Step 2: Add ecommerce tracking code to your site

Every order will have slightly different code vs

This isn’t a copy & paste job

Your website produces the code each time

Add the code to you payment confirmation page

How GA ecommerce tracking works 1 Shopping cart captures order info 2 Your site builds the tracking code 3 GA tracking code executes 4 Sends data to GA servers

Add it within your regular GA tracking code

DEMOTime

What if we can’t modify the shopping cart? Many payment platforms severely restrict what you can do with the checkout process.

You’re going to want help from a developer

WHAT IS AGoal?

A goal is a critical event for your business

Use ecommerce first, goals second

Google Analytics goal examples 1 Account sign ups 2 Newsletter sign ups 3 Lead gen forms 4 Downloads

The data you’ll have

We tell GA what our goals are

THE 4 GOALTypes

1. URL Destination Every time someone views a page, the goal triggers.

DEMOTime

Funnels aren’t that flexible They only work when your site has a series of consecutive steps.

What if we don’t have a unique URL?1 Use event goals2 For funnels, use virtual pageviews

What’s a virtual pageview? We tell Google Analytics by hand that a pageview occurred when it didn’t.

This is what the virtual pageview code looks like:

Be careful with virtual pageviews Only use them when you need to add a step to your funnel and URLs won’t work.

DEMOTime

GOALValues

Only use goal values when they lead to revenue We don’t want to assign random values to our goals. If you can’t connect a goal to revenue, leave it blank.

Let’s work through an example 1 Each sale gets you $100 2 You need 10 lead to get a sale 3 Each lead is worth $10 4 Your lead gen form should have a goal value of $10

Recalculate goal values every 3-6 months

WHO GETS THECredit?

All traffic report from Google Analytics

How does Google Analytics assign credit? Credit goes to the most recent traffic source (except for direct).

Let’s say Susan comes to your site

She discovers you via a Facebook post and buys

Next time, she uses an organic search and buys

Who gets the credit for each purchase?1 Purchase #1: Facebook.com2 Purchase #2: Organic keyword

This creates distortions in your attribution1 Marketing to new customers is undervalued2 Marketing to repeat customers is overvalued

Web analytics can’t track people over time Customer data gets split up between multiple traffic sources.

To get a complete picture of your customers... You’ll need to use customer analytics.

A revenue report that includes repeat purchases

Use KISSmetrics for long term tracking

Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren

The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From

by KISSmetrics on SlideShare on Oct 11, 2012

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The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From Presentation Transcript