Measurement for Success
@theukseo
Me – Neil Walker
@theukseo
Founder
Quaeromedia.com
@theukseo
YEARS IN DIGITAL
COUNTRIES
TALKS
12
6
34
Conference Raps
Chil...
What should I Measure
@theukseo
What should I Measure?
@theukseo
Why did we get more sales here?
What caused the drop here?
Users
Top two to Measure
@theukseo
Conversion Rate
1) Increase in Sales – Why?
2) Our Organic users increased – Why?
3) Our ranking under X went up – Why?
4) We gained that ...
What should I Report
@theukseo
Who wants to know what?
CEO
@theukseo
MANAGER
LEADER
WORKER
• £££’s / Sales
• £££’s / Sales
• Leads / Traffic
• £££’s / Sa...
What can I Trust
@theukseo
V
Real or Fake
@theukseo
100% Accuracy
@theukseo
Can you honestly say your get every lead?
100% Accuracy
@theukseo
Where does Information Get lost?
100% Accuracy
@theukseo
Using Screaming frog
1.Go to Configuration -> Custom
2.In the box for Filter 1 paste your UA code and select Does Not Cont...
TRY - https://www.analyticscheckup.com
1.Self Referrals – Tracking Issues
2.Hostnames – Your tracking on a different websi...
Audit – Google Analytics
 Use filters to remove Anomalies
@theukseo
 Tip: Annotate in Analytics when you made the change...
Website – Uptime
 Use Pingdom – Free Basic Account
Email You
Text You
@theukseo
Automated – Form Checking
Do you check your contact forms?
YES! – DO you check them manually?
YES! – Then how accurate ...
Testing Whizz – Community
@theukseo http://www.testing-whiz.com/community/download
Testing Whizz – Community
@theukseo http://www.testing-whiz.com/community/download
CRM – Integration
@theukseo
Typical Set Up
CRM – Integration
@theukseo
Advanced Set Up
Send to own DB or Email Copy
Track Everything Possible
Take – Away’s
@theukseo
Test your not losing data
Automate
@theukseo
Quaeromedia.com
Neilawalker.com
@theukseo
THANK YOU
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Measurement for success - #SASCON 2014

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What to measure, how to investigate your data to create success, be 100% accurate with your tracking and automate form checking.

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Measurement for success - #SASCON 2014

  1. 1. Measurement for Success @theukseo
  2. 2. Me – Neil Walker @theukseo Founder Quaeromedia.com @theukseo YEARS IN DIGITAL COUNTRIES TALKS 12 6 34 Conference Raps Children Heart Attack www.neilawalker.com www.stateofdigital.com
  3. 3. What should I Measure @theukseo
  4. 4. What should I Measure? @theukseo Why did we get more sales here? What caused the drop here?
  5. 5. Users Top two to Measure @theukseo Conversion Rate
  6. 6. 1) Increase in Sales – Why? 2) Our Organic users increased – Why? 3) Our ranking under X went up – Why? 4) We gained that editorial link – Why? 5) Our outreach was good.. Why, Why, Why Five - Why’s? @theukseo
  7. 7. What should I Report @theukseo
  8. 8. Who wants to know what? CEO @theukseo MANAGER LEADER WORKER • £££’s / Sales • £££’s / Sales • Leads / Traffic • £££’s / Sales • Leads / Traffic • Sources • Work • £££’s / Sales • Leads / Traffic • Sources • Work • Detailed Actions
  9. 9. What can I Trust @theukseo
  10. 10. V Real or Fake @theukseo
  11. 11. 100% Accuracy @theukseo
  12. 12. Can you honestly say your get every lead? 100% Accuracy @theukseo
  13. 13. Where does Information Get lost? 100% Accuracy @theukseo
  14. 14. Using Screaming frog 1.Go to Configuration -> Custom 2.In the box for Filter 1 paste your UA code and select Does Not Contain 3.In the box for Filter 2 paste your UA code and select Contains Audit – Google Analytics  Check Analytics is installed on every page @theukseo Kevin Strong - http://www.stateofdigital.com/google-analytics-every-page-with-screaming-frog/
  15. 15. TRY - https://www.analyticscheckup.com 1.Self Referrals – Tracking Issues 2.Hostnames – Your tracking on a different website Audit – Google Analytics  Check Analytics for Anomalies @theukseo
  16. 16. Audit – Google Analytics  Use filters to remove Anomalies @theukseo  Tip: Annotate in Analytics when you made the change  Tip: Try and keep one profile – which is unfiltered.
  17. 17. Website – Uptime  Use Pingdom – Free Basic Account Email You Text You @theukseo
  18. 18. Automated – Form Checking Do you check your contact forms? YES! – DO you check them manually? YES! – Then how accurate are your checks! @theukseo
  19. 19. Testing Whizz – Community @theukseo http://www.testing-whiz.com/community/download
  20. 20. Testing Whizz – Community @theukseo http://www.testing-whiz.com/community/download
  21. 21. CRM – Integration @theukseo Typical Set Up
  22. 22. CRM – Integration @theukseo Advanced Set Up Send to own DB or Email Copy
  23. 23. Track Everything Possible Take – Away’s @theukseo Test your not losing data Automate
  24. 24. @theukseo Quaeromedia.com Neilawalker.com @theukseo THANK YOU
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