FDMA: Google Analytics
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Florida Direct Marketing Association’s January 19th Event: Joe Laratro’s Presentation on Google Analytics: Effectively Tracking Your Marketing

Florida Direct Marketing Association’s January 19th Event: Joe Laratro’s Presentation on Google Analytics: Effectively Tracking Your Marketing

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FDMA: Google Analytics Presentation Transcript

  • 1. Google Analytics Effectively Tracking Your Campaigns Presented by: Joe Laratro President, Tandem InteractiveWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 1
  • 2. Web Analytics• Latest Features of Google Analytics• Core Analytics Concepts• Optimization & Communication Based on Analytics• Analytics Homework• Top Secret SlideWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 2
  • 3. Quick Credentials• 12 Years of Pure SEO / SEM• Yahoo Strategic Provider Program• MSN Search Council• MCT – Microsoft Certified Trainer• Author of the DMA’s Natural SEO Module• SEOClass Professor• WebmasterWorld’s Pubcon Advisory Board• University of San Francisco’s Online Marketing Master’s Certificate Program• Former President of SFIMAWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 3
  • 4. Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 4
  • 5. Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 5
  • 6. Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 6
  • 7. Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 7
  • 8. Intelligence ReportsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 8
  • 9. Linking Multiple Adwords AccountsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 9
  • 10. Linking Multiple Adwords AccountsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 10
  • 11. Async SnippetWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 11
  • 12. Async SnippetWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 12
  • 13. SEO ReportingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 13
  • 14. SEO ReportingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 14
  • 15. Secure Search• Nov 2011 – Google Secure Search Obscures Search Query In Analytics• Supposed to Only Effect 10%• Already Effecting Over 20%• Dreaded (not provided)• With Google+ Adoption This Is Only Going To Get WorseWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 15
  • 16. Customized DashboardsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 16
  • 17. Social SearchWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 17
  • 18. Social Search• http://code.google.com/apis/analytics/docs/tracking/gaTrackingS ocial.html• _gaq.push([_trackSocial, network, socialAction, opt_target, opt_pagePath]);• FB Like Code:• FB.Event.subscribe(edge.create, function(targetUrl) { _gaq.push([_trackSocial, facebook, like, targetUrl]); });Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 18
  • 19. Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 19
  • 20. Core Analytics Concepts• Bounce Rate• Key Performance Indicators (KPIs) – New vs. Returning – Pages per Visit – Amount of Organic Keyword Referrals ** Argh ** – Amount of Organic Traffic• Tracking URLs – http://www.joe.com/?utm_source=FDMA&utm_medium=PR EZO&utm_campaign=1-19-12Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 20
  • 21. Offline Media Tracking / Call Tracking• Vanity URLs – 301 Redirect With Source Tracking• Call Tracking Solutions – Mongoose Metrics – If By Phone – Who’s Calling – Marchex• Custom Solutions – Limitless – Total Protect ConceptWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 21
  • 22. Our PromoID Solution - Offline & OnlineSales TrackingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 22
  • 23. Our PromoID Solution - Offline & OnlineSales Tracking• var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX- ‘X]); _gaq.push([_setDomainName, .totalprotect.com]); _gaq.push([_trackPageview]); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })();• _gaq.push([_setCustomVar,1,13623,00000, 1]);Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 23
  • 24. Our PromoID Solution - Offline & OnlineSales TrackingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 24
  • 25. Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 25
  • 26. Optimizing Based On Analytics• Set Of Reports For Client MeetingsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 26
  • 27. Organic Search Traffic 2011 vs. 2010Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 27
  • 28. Organic Search Traffic 2011 vs. 2010Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 28
  • 29. SEO KPIs• Organic Search Growth 2011 vs. 2010 – Google – 32% – Bing – 50% – Yahoo – 30%• Amount of Traffic – 201,080 vs. 151,317• Amount of Keywords – 51,277 vs. 37,402Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 29
  • 30. Google Analytics – City TrackingCity Sept 2011 Searches Sept 2010 Searches % Change Sept 2011 Keywords Sept 2010 Keywords % Change Sept 2011 Referrals Sept 2010 Referals % ChangeAtlanta 349 78 347% 200 70 186% 17 9 89%Austin 206 99 108% 123 66 86% 12 17 -29%Baton Rouge 52 15 247% 42 15 180% 9 4 125%Birmingham 210 182 15% 121 82 48% 11 9 22%Boise 151 91 66% 72 57 26% 8 2 300%Charlotte 359 414 -13% 140 146 -4% 16 23 -30%Chicago 99 57 74% 64 46 39% 19 14 36%Cincinnati 292 217 35% 152 99 54% 10 7 43%Columbus 56 0 0% 41 0 0% 8 0 0%Connecticut 98 49 100% 86 46 87% 12 11 9%Corpus Christi 82 42 95% 48 31 55% 5 12 -58%Dallas 462 185 150% 302 117 158% 18 16 13%Denver 347 412 -16% 175 161 9% 15 7 114%Fort Myers 110 25 340% 77 25 208% 5 4 25%City Sept 2011 Searches Aug 2011 Searches % Change Sept 2011 Keywords Aug 2011 Keywords % Change Sept 2011 Referrals Aug 2011 Referals % ChangeAtlanta 349 448 -22% 200 251 -20% 17 26 -35%Austin 206 328 -37% 123 188 -35% 12 13 -8%Baton Rouge 52 93 -44% 42 72 -42% 9 12 -25%Birmingham 210 308 -32% 121 140 -14% 11 14 -21%Boise 151 163 -7% 72 70 3% 8 6 33%Charlotte 359 229 57% 140 114 23% 16 22 -27%Chicago 99 116 -15% 64 74 -14% 19 15 27%Cincinnati 292 442 -34% 152 196 -22% 10 14 -29%Columbus 56 59 -5% 41 37 11% 8 19 -58%Connecticut 98 151 -35% 86 122 -30% 12 8 50%Corpus Christi 82 98 -16% 48 63 -24% 5 8 -38%Dallas 462 566 -18% 302 300 1% 18 23 -22%Denver 347 393 -12% 175 179 -2% 15 14 7%Fort Myers 110 124 -11% 77 99 -22% 5 8 -38% Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 30
  • 31. Google Analytics - LimitationsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 31
  • 32. More Optimizing Based On Analytics• Properly Setup Goals / E-commerce• Properly Code Analytics For Channel Tracking• Utilize Conversion Data For Other Channel Optimization• Examine Other Dimensions Of Conversions• Customize Reports For Audience• Customize Reports For Need (Leads + Cost)• Use Advanced Features Of GA – Filters, Segments, Custom Variables, Event TrackingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 32
  • 33. Web Analytics Best Practices• Security – BE VERY CAREFUL• Annotations – Record Major Events• Weekly Reporting• Monthly ReportingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 33
  • 34. Troubleshooting Assistance!Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 34
  • 35. Top Secret Slide! No Tweets! No Blogs!• Google Analytics Segments -> Near Future Google Adwords Retargeting Method – Time On Site – Location – Browser – Device – Amount Of Visits – Much, Much More Robust TargetingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 35
  • 36. Analytics Homework• Make New Analytics Version Your Default• Check That Adwords Is Properly Linked• Link Google Webmaster Tools• Experiment with (1) Real Time Beta, Custom Variables, Custom Reports, Social Engagement• Create a Custom Dashboard for 2 Audiences• Identify Your KPIs• Schedule Weekly Reviews of Intelligence Reports** Watch for Email Reports, PDF Reports, & Other New FeaturesWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 36
  • 37. Pubcon Paradise, February 12-14, 2012 20% Discount Code:jl-3856020Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 37
  • 38. Thank You!Tandem Team – We are the Mover of Websites! Chris Rodman – PPC Sara Ayala - PPC Mona Cohen - SEO Copywriter Erika Thomas - SEO Copywriter, Link Builder Linda Kempin – SEO Copywriter Martin Herrera – Link Builder Lauren Demarco – Customer Care Bill Gilliland – Local Search“The SEO Diet” PPT or White PapersLive weekly classes for University of San FranciscoWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 38