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

by Presenter at KISSmetrics.com on Oct 11, 2012

  • 2,525 views

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

• 3. We’ll cover...1 How to get ecommerce working2 How to set up goals3 Q&A
• 4. Our goal: connect data back to revenue
• 5. WHEN TO USEEcommerce
• 6. Use ecommerce tracking if you take credit cards
• 7. Google Analytics doesn’t do this by default
• 8. Step 1: Enable Ecommerce Tracking
• 9. DEMOTime
• 10. Step 2: Add ecommerce tracking code to your site
• 11. Every order will have slightly different code vs
• 12. This isn’t a copy & paste job
• 13. Your website produces the code each time
• 14. Add the code to you payment confirmation page
• 15. 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
• 16. Add it within your regular GA tracking code
• 17. DEMOTime
• 18. What if we can’t modify the shopping cart? Many payment platforms severely restrict what you can do with the checkout process.
• 19. You’re going to want help from a developer
• 20. WHAT IS AGoal?
• 21. A goal is a critical event for your business
• 22. Use ecommerce first, goals second
• 23. Google Analytics goal examples 1 Account sign ups 2 Newsletter sign ups 3 Lead gen forms 4 Downloads
• 24. The data you’ll have
• 25. We tell GA what our goals are
• 26. THE 4 GOALTypes
• 27. 1. URL Destination Every time someone views a page, the goal triggers.
• 28. DEMOTime
• 29. Funnels aren’t that flexible They only work when your site has a series of consecutive steps.
• 30. What if we don’t have a unique URL?1 Use event goals2 For funnels, use virtual pageviews
• 31. What’s a virtual pageview? We tell Google Analytics by hand that a pageview occurred when it didn’t.
• 32. This is what the virtual pageview code looks like:
• 33. Be careful with virtual pageviews Only use them when you need to add a step to your funnel and URLs won’t work.
• 34. DEMOTime
• 35. GOALValues
• 36. 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.
• 37. Let’s work through an example
• 38. Recalculate goal values every 3-6 months
• 39. WHO GETS THECredit?
• 40. All traffic report from Google Analytics
• 41. How does Google Analytics assign credit?
• 42. Let’s say Susan comes to your site
• 43. She discovers you via a Facebook post and buys
• 44. Next time, she uses an organic search and buys
• 45. Who gets the credit for each purchase?
• 46. This creates distortions in your attribution
• 47. Web analytics can’t track people over time Customer data gets split up between multiple traffic sources.
• 48. To get a complete picture of your customers... You’ll need to use customer analytics.
• 49. A revenue report that includes repeat purchases
• 50. Use KISSmetrics for long term tracking

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