Your SlideShare is downloading. ×
Metrics in the Real World | Online and Offline Analytics Tracking
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Metrics in the Real World | Online and Offline Analytics Tracking


Published on

In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data? …

In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data?

Presentation from SchipulCon 2011.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Metrics in the Real World
    Are You Counting What Really Matters?
    Caitlin Kaluza
    Search Engine Marketing Manager at Schipul
  • 2. What We’ll Go Over
    Making Sense of Online Data
    Rank Isn’t Everything
    Defining Goals & Conversions
    Tracking Offline Data
    @qcait // #schipulcon
  • 3. A Perfect Scenario
    Bid on keyword “pay my TXU bill”
    Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”
    Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20
    You get $1.50 for every conversion - need to convert >13% to make a profit
    @qcait // #schipulcon
  • 4. Real World
    Public Speaking Leads
    Contact Forms
    Newsletter Signups
    Traffic from your Facebook Fan Page? Twitter? YouTube?
    Phone Calls
    Long Lead Time
    @qcait // #schipulcon
  • 5. Making Sense of Online Data
    @qcait // #schipulcon
  • 6. Definitions
    Visits # of instances of a visit
    Pageviews Total views of all pages
    Bounce Rate People who landed on one page & left without clicking anywere else (we like to see <50%)
    New Visits Based on a cookie in your browser (not computer)
    @qcait // #schipulcon
  • 7. Visit Trends
    Compare month over month AND year over year if possible
    Be aware of seasonal trends – think about the trends in your business
    Pages/Visit, Time on Site Measure Engagement
    @qcait // #schipulcon
  • 8. Traffic Sources
    Visits from Search
    Keywords – especially non-branded
    Traffic from Social Media, YouTube, partners, media, etc.
    @qcait // #schipulcon
  • 9. Geography
    Are you hitting the geography you expect?
    Where are the opportunities?
    @qcait // #schipulcon
  • 10. Mobile
    Mobile is 5-7% for average Schipul client
    iPhone vs. Android
    @qcait // #schipulcon
  • 11. Defining Goals & Conversions
    @qcait // #schipulcon
    Photo credit:
  • 12. What is the Goal?
    What is the goal of your website?
    What is a Conversion?
    Fill out contact form
    View a key page – contact, driving directions, menu
    Tip: Ask your Sales Guys
    @qcait // #schipulcon
  • 13. Goal Set Up
    Goals are located in Settings
    Allowed 4 sets of 5
    Three types:
    URL Destination (i.e. form confirmation page)
    Time on Site
    Adds a tab to all reports
    @qcait // #schipulcon
  • 14. Goal Set Up
    @qcait // #schipulcon
  • 15. Funnel Reporting
    @qcait // #schipulcon
  • 16. Goal Tab
    @qcait // #schipulcon
  • 17. Incremental Conversions?
    Filter by source, i.e.
    Paid Search
    Non-branded keywords
    Sites: Twitter, Facebook
    Test, Test, Test
    Try to test one thing at a time
    Test for at least 1 month
    @qcait // #schipulcon
  • 18. Online Advertising
    500 Pound Gorilla
    80% Market Share
    Quality Score x Bid = Placement
    10% Market Share
    Feeds Paid Ads to Yahoo
    Less expensive, Interface not as good
    More like a banner ad
    People don’t go to FB to click away
    Average CTR %0.10
    Good for Social or Personal
    @qcait // #schipulcon
  • 19. Online Advertising Tips
    80% people click Organic Search
    Good for new products, competitive markets
    SEO + PPC = More Clicks
    Be Straight Forward
    Use every tool
    Target – Location, Market, etc.
    @qcait // #schipulcon
  • 20. Set Up Campaigns
    @qcait // #schipulcon
    Photo credit:
  • 21. Set Up Campaigns
    You can essentially set up anything as a Campaign using Google URL Builder
    Add tracking code to any URL to notify Google Analytics what campaign it came from
    Allows for
    A/B testing
    Tracking data within one source
    Newsletter Tracking
    @qcait // #schipulcon
  • 22. Example Scenario
    Which Donate Link is Better?
    Set up each as a separate campaign
    @qcait // #schipulcon
  • 23. Results
    In Analytics:Traffic Sources > Campaigns
    Red Button gets 4x visits
    @qcait // #schipulcon
  • 24. Set Up Campaigns
    URL will look like:
    @qcait // #schipulcon
  • 25. Google URL Builder
    Start with URL
    Define Source, Medium, Name
    Term & Content are optional
    Generate URL
    @qcait // #schipulcon
  • 26. Be Consistent!
    Example Sources:
    Example Medium:
    Example Name:
    Tip: Include Year
    @qcait // #schipulcon
  • 27. Rank Isn’t Everything
    @qcait // #schipulcon
    Photo credit:
  • 28. Funnel of Search Engine Marketing
    @qcait // #schipulcon
  • 29. New GA Report: Keyword Impressions
    @qcait // #schipulcon
  • 30. Tracking Offline Interaction
    @qcait // #schipulcon
    Photo credit:
  • 31. Call Tracking Software
    Be wary of posting separate number – Google Places use Citations to rank
    Adwords Call tracking tool
    @qcait // #schipulcon
  • 32. Tips for Tracking Offline
    Train Sales/ Call Staff
    Ask prospects how they heard about you, ask what keyword they typed in if applicable
    Document in CRM or Google Doc
    Involve Sales in the SEO process – ask for recommendations on keywords, content, flow of site
    @qcait // #schipulcon
  • 33. Figure Out Cost/Conversion
    75% contact forms lead to a phone call
    50% phone calls lead to a meeting
    33% meetings lead to a proposal
    50% proposals close
    6% contact form lead to close
    Profit x 6% = Cost/Contact Form
    @qcait // #schipulcon
  • 34. Thanks! Questions?
    Caitlin Kaluza @qcait
    Search Engine Marketing Manager at Schipul
    @qcait // #schipulcon //