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Proving ROI Through Google Analytics
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Proving ROI Through Google Analytics

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This is the slide deck I used when I presented in our October SEO.com seminar. I discuss how to use Google Analytics to prove ROI through different marketing channels.

This is the slide deck I used when I presented in our October SEO.com seminar. I discuss how to use Google Analytics to prove ROI through different marketing channels.

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    Proving ROI Through Google Analytics Proving ROI Through Google Analytics Presentation Transcript

    • Proving ROI Through Google Analytics
    • Analytics
    • Problems Facing Online Businesses
      Driving Traffic
      Attributing ROI To Online Marketing Campaign
    • Online Marketing Campaigns
      Smart Marketers Leverage Many Traffic Sources
      SEO
      PPC
      Social Media
      Display Advertising
      Affiliates
      Email
    • Attributing ROI
      Vital To Success To Track Revenue & ROI By Each Traffic Source
      Money Well Spent
      Cut Out Waste
    • Analytics Installation
      Most Current Code
      December 2009 (Asynchronous)
      Added To The Header – Not Footer
      Most Accurate Data
    • Campaign Tracking
      Important Questions To Ask
      How Did The Visitors Get To My Site?
      Which Source Brought The Most Visitors?
      Which Source Was The Most Profitable?
      Which Source Had The Highest ROI?
      What Was The ROI On Any Campaign?
    • Campaign Tracking
      Campaigns
      SEO
      Seminars
      PPC
    • Campaign Tracking
      Campaign Sources
      Who Brought Visitors To My Site?
    • Campaign Tracking
      Campaign Mediums
      How Did My Visitors Learn About My Site?
      Display Advertising
      Organic or CPC
      Email
    • Campaign Tracking
      Campaign Content
      Which Version Of My Ad Did They See?
      What Else Do I Want GA To Know About This Link?
      Campaign Term (Keyword)
      What Keyword Was Searched To Trigger This Link?
    • Campaign Tracking
      Auto Detected
      Organic Search Engines
      Website Link Referrals
      Direct Visits
      Google Adwords*
      Manual Tagging Required:
      Most CPC
      Emails
      Banner Ads
      Offline Ads
      (Everything Else)
    • Campaign Tracking
      Email Tagging Example
      Campaign: seminars
      utm_campaign=seminars
      Source: smblist
      utm_source=smblist
      Medium: email
      utm_medium=email
      Tagged Link Address:
      http://www.seo.com/cornucopia?utm_campaign=seminars&utm_source=smblist&utm_medium=email
    • Campaign Tracking
      CPC Tagging Example
      Campaign: seminars
      utm_campaign=seminars
      Source: yahoo search marketing
      utm_source=yahoo
      Medium: cpc
      utm_medium=cpc
      Term: search marketing seminar
      utm_term=smseminar
      Tagged Link Address:
      http://www.seo.com/cornucopia?utm_campaign=seminars&utm_source=newsletter45&utm_medium=email&utm_term=smseminar
    • Campaign Tagging Wizard
    • Proving ROI
    • Questions?