Proving ROI Through Google Analytics<br />
Analytics<br />
Problems Facing Online Businesses<br />Driving Traffic<br />Attributing ROI To Online Marketing Campaign<br />
Online Marketing Campaigns<br />Smart Marketers Leverage Many Traffic Sources<br />SEO<br />PPC<br />Social Media<br />Dis...
Attributing ROI<br />Vital To Success To Track Revenue & ROI By Each Traffic Source<br />Money Well Spent<br />Cut Out Was...
Analytics Installation<br />Most Current Code<br />December 2009 (Asynchronous)<br />Added To The Header – Not Footer<br /...
Campaign Tracking<br />Important Questions To Ask<br />How Did The Visitors Get To My Site?<br />Which Source Brought The ...
Campaign Tracking<br />Campaigns<br />SEO<br />Seminars<br />PPC<br />
Campaign Tracking<br />Campaign Sources<br />Who Brought Visitors To My Site?<br />
Campaign Tracking<br />Campaign Mediums<br />How Did My Visitors Learn About My Site?<br />Display Advertising<br />Organi...
Campaign Tracking<br />Campaign Content<br />Which Version Of My Ad Did They See?<br />What Else Do I Want GA To Know Abou...
Campaign Tracking<br />Auto Detected<br />Organic Search Engines<br />Website Link Referrals<br />Direct Visits<br />Googl...
Campaign Tracking<br />Email Tagging Example<br />Campaign: seminars<br />utm_campaign=seminars<br />Source: smblist<br />...
Campaign Tracking<br />CPC Tagging Example<br />Campaign: seminars<br />utm_campaign=seminars<br />Source: yahoo search ma...
Campaign Tagging Wizard<br />
Proving ROI<br />
Questions?<br />
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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.

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Proving ROI Through Google Analytics

  1. 1. Proving ROI Through Google Analytics<br />
  2. 2. Analytics<br />
  3. 3. Problems Facing Online Businesses<br />Driving Traffic<br />Attributing ROI To Online Marketing Campaign<br />
  4. 4. Online Marketing Campaigns<br />Smart Marketers Leverage Many Traffic Sources<br />SEO<br />PPC<br />Social Media<br />Display Advertising<br />Affiliates<br />Email<br />
  5. 5. Attributing ROI<br />Vital To Success To Track Revenue & ROI By Each Traffic Source<br />Money Well Spent<br />Cut Out Waste<br />
  6. 6.
  7. 7. Analytics Installation<br />Most Current Code<br />December 2009 (Asynchronous)<br />Added To The Header – Not Footer<br />Most Accurate Data<br />
  8. 8. Campaign Tracking<br />Important Questions To Ask<br />How Did The Visitors Get To My Site?<br />Which Source Brought The Most Visitors?<br />Which Source Was The Most Profitable?<br />Which Source Had The Highest ROI?<br />What Was The ROI On Any Campaign?<br />
  9. 9. Campaign Tracking<br />Campaigns<br />SEO<br />Seminars<br />PPC<br />
  10. 10. Campaign Tracking<br />Campaign Sources<br />Who Brought Visitors To My Site?<br />
  11. 11. Campaign Tracking<br />Campaign Mediums<br />How Did My Visitors Learn About My Site?<br />Display Advertising<br />Organic or CPC<br />Email<br />
  12. 12. Campaign Tracking<br />Campaign Content<br />Which Version Of My Ad Did They See?<br />What Else Do I Want GA To Know About This Link?<br />Campaign Term (Keyword)<br />What Keyword Was Searched To Trigger This Link?<br />
  13. 13. Campaign Tracking<br />Auto Detected<br />Organic Search Engines<br />Website Link Referrals<br />Direct Visits<br />Google Adwords*<br />Manual Tagging Required:<br />Most CPC<br />Emails<br />Banner Ads<br />Offline Ads<br />(Everything Else)<br />
  14. 14. Campaign Tracking<br />Email Tagging Example<br />Campaign: seminars<br />utm_campaign=seminars<br />Source: smblist<br />utm_source=smblist<br />Medium: email<br />utm_medium=email<br />Tagged Link Address: <br />http://www.seo.com/cornucopia?utm_campaign=seminars&utm_source=smblist&utm_medium=email<br />
  15. 15. Campaign Tracking<br />CPC Tagging Example<br />Campaign: seminars<br />utm_campaign=seminars<br />Source: yahoo search marketing<br />utm_source=yahoo<br />Medium: cpc<br />utm_medium=cpc<br />Term: search marketing seminar<br />utm_term=smseminar<br />Tagged Link Address: <br />http://www.seo.com/cornucopia?utm_campaign=seminars&utm_source=newsletter45&utm_medium=email&utm_term=smseminar<br />
  16. 16. Campaign Tagging Wizard<br />
  17. 17. Proving ROI<br />
  18. 18. Questions?<br />

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