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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.

Published in: Business, Technology
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Transcript

  • 1. Proving ROI Through Google Analytics
  • 2. Analytics
  • 3. Problems Facing Online Businesses
    Driving Traffic
    Attributing ROI To Online Marketing Campaign
  • 4. Online Marketing Campaigns
    Smart Marketers Leverage Many Traffic Sources
    SEO
    PPC
    Social Media
    Display Advertising
    Affiliates
    Email
  • 5. Attributing ROI
    Vital To Success To Track Revenue & ROI By Each Traffic Source
    Money Well Spent
    Cut Out Waste
  • 6.
  • 7. Analytics Installation
    Most Current Code
    December 2009 (Asynchronous)
    Added To The Header – Not Footer
    Most Accurate Data
  • 8. 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?
  • 9. Campaign Tracking
    Campaigns
    SEO
    Seminars
    PPC
  • 10. Campaign Tracking
    Campaign Sources
    Who Brought Visitors To My Site?
  • 11. Campaign Tracking
    Campaign Mediums
    How Did My Visitors Learn About My Site?
    Display Advertising
    Organic or CPC
    Email
  • 12. 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?
  • 13. 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)
  • 14. 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
  • 15. 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
  • 16. Campaign Tagging Wizard
  • 17. Proving ROI
  • 18. Questions?

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