BeyondTraffic
In Google Analytics
Jeff Sauer
Three Deep Marketing
www.threedeepmarketing.com
651-789-7701
@jeffsauer | @th...
How can I go further with Google Analytics?
Learn how to track:
• Page Load Time
• Social Button Interactions
• Video Inte...
Track Page Load Time
Page Load Time
Problem: We’ve been told one of our
pages is running slow, but our developers
can’t recreate these problems...
Why is Site Speed Important?
www.threedeepmarketing.com | @jeffsauer | @threedeep
People want things NOW!
1 Step: Add Code to Tracking
also available on many Google Analytics plugins
What it Looks Like
Reports > Content
> Site Speed
Keep in mind the
page load sample
size
Fix Site Speed Issues
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/pg-speed
Track Social Button Interactions
Tracking Social Button Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
Problem: I have added +1, Twitter...
Social Button Tracking 101
• Google +1 button comes preconfigured
• Everything else requires the following:
www.threedeepm...
Social Button Tracking 101
www.threedeepmarketing.com | @jeffsauer | @threedeep
_gaq.push ({‘_trackSocial’, network, socia...
Social Button Tracking 101
www.threedeepmarketing.com | @jeffsauer | @threedeep
_gaq.push ({‘_trackSocial’, network, socia...
What Social Tracking Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
source: meadigital.com
Social actions...
Track Social Button Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/social-ga
Tracking Video Interactions
Video Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
Problem: We put all of our money into
making YouTu...
What Videos Can We Track?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Determine Video to Track
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://www.youtube.com/watch?v=klSLQ...
Step 2: Place Code on Page
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/ytcoder
Grab JavaScript co...
Step 3: Edit States and Videos
www.threedeepmarketing.com | @jeffsauer | @threedeep
Choose which states you want
included ...
Step 4: Add div tags to HTML
www.threedeepmarketing.com | @jeffsauer | @threedeep
Other Methods
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/ytjshelp
YouTube provides more JavaScri...
What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
All the defined
interactions
taken by the
visitors
Bonus: Google Analytics in YouTube
www.threedeepmarketing.com | @jeffsauer | @threedeep
Add GA to your
Premium YouTube
Cha...
YouTube Analytics IRL
www.threedeepmarketing.com | @jeffsauer | @threedeep
Same metrics as a
usual dashboard
Track what qu...
Tracking Phone Calls
Phone Call Tracking
Problem: Only half of our visitors fill out a
web form. The others call our contact
center, making it ...
Solution
Partner with a company specializing in
phone call tracking:
www.threedeepmarketing.com | @jeffsauer | @threedeep
...
What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
Find out what
keywords/ads
generated leads
and con...
Tracking Offline Marketing
Offline Marketing Tracking
Problem: We have no idea if offline
marketing drives visitors to our site. It’s
not something w...
Offline Marketing Tracking
Once you have your segment, use the GA URL
Builder to build tracking, then send to a QR
code or...
Use Your Link for Your Print Marketing
www.threedeepmarketing.com | @jeffsauer | @threedeep
A QR code isn’t
enough. Make
s...
What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
Your segments will
show up under
Traffic Sources >...
CRM Integration
A Comprehensive View of the Customer
Problem: When I ask a customer how
they found us, their answers are
questionable at b...
The Basics of CRM Integration
www.threedeepmarketing.com | @jeffsauer | @threedeep
1. Extract the visitor’s source data fr...
How Do You Do This?
1. Code it
2. Hire a Google Analytics Certified
Professional to assist
3. Use CRM Applications with bu...
What it Looks Like
CRM Data GA Data
Mobile Websites & Apps
Analytics of Those On-The-Go
Problem: We make cool apps. Measuring
things isn’t cool, so we never thought to
put tracking ...
Google Analytics for Mobile Websites
• Google Analytics for Mobile contains
tracking code for sites that use PHP, JSP,
ASP...
Google Analytics for Mobile Apps
1. Download SDK’s (Software Development
Kit) from
2. Create a separate analytics profile ...
Google Analytics for Mobile Apps
www.threedeepmarketing.com | @jeffsauer | @threedeep
Track Pageviews:
or Events:
http://3...
Google Analytics - More Wow
Multi Channel Funnels
Pro Tip: Define Custom Channels
Google Analytics in Real Time
www.threedeepmarketing.com | @jeffsauer | @threedeep
This Was Supposed to be a Real Time Demo
How can I go further with Google Analytics?
Learn how to track:
• Page Load Time
• Social Button Interactions
• Video Inte...
More Google Analytics Pro Tips
• Switch to New Google Analytics Interface NOW
• Preserves date range across profiles
• Lin...
Questions?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Special Thanks to @dianekulseth for her hard work and rese...
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Google Analytics: Going Beyond Traffic | MIMA Summit 2011

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Looking to take your Google Analytics reporting beyond basic traffic reports? Jeff Sauer shows you how, with tracking for Page Speed, Social Button Interactions, Video Interactions for Flash Video and YouTube, Phone Calls, Offline Marketing, CRM Integration, Mobile Websites & Apps, as well as functionality for Multi-Channel Funnels and Real Time Reporting. Go further with your Google Analytics today!

Jeff Sauer is the VP of Interactive Marketing at Three Deep Marketing, the only Google Analytics Certified Partner in the state of Minnesota. In addition to his role at Three Deep, Jeff teaches on Google Analytics at DemandQuest, and is the Technology Director for the Minnesota Interactive Marketing Association (MIMA). This presentation was presented on October 11th for the 10th Annual MIMA Summit.

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  • Page load sample is the number of occurrences that GA took to give the number for the page load time. The lower the ratio of sample to pageviews is the more accurate number.
  • Images of each language/logos
  • Images of each language/logos
  • Get pictures for Droid / place together –orange links on page
  • Google Analytics: Going Beyond Traffic | MIMA Summit 2011

    1. 1. BeyondTraffic In Google Analytics Jeff Sauer Three Deep Marketing www.threedeepmarketing.com 651-789-7701 @jeffsauer | @threedeep | #mimasummit
    2. 2. How can I go further with Google Analytics? Learn how to track: • Page Load Time • Social Button Interactions • Video Interactions • Phone Calls • Offline Marketing • CRM Integration • Mobile Websites & Apps Multi-Channel Funnels Google Analytics Real Time www.threedeepmarketing.com | @jeffsauer | @threedeep
    3. 3. Track Page Load Time
    4. 4. Page Load Time Problem: We’ve been told one of our pages is running slow, but our developers can’t recreate these problems on their machines. They are also militant. Is there a program that can track page load times? www.threedeepmarketing.com | @jeffsauer | @threedeep
    5. 5. Why is Site Speed Important? www.threedeepmarketing.com | @jeffsauer | @threedeep People want things NOW!
    6. 6. 1 Step: Add Code to Tracking also available on many Google Analytics plugins
    7. 7. What it Looks Like Reports > Content > Site Speed Keep in mind the page load sample size
    8. 8. Fix Site Speed Issues www.threedeepmarketing.com | @jeffsauer | @threedeep http://3deep.co/pg-speed
    9. 9. Track Social Button Interactions
    10. 10. Tracking Social Button Interactions www.threedeepmarketing.com | @jeffsauer | @threedeep Problem: I have added +1, Twitter and Facebook buttons to my site because everyone else has them. How do I know if people are actually interacting with our “like”, “tweet”, “share”, or “+1” buttons?
    11. 11. Social Button Tracking 101 • Google +1 button comes preconfigured • Everything else requires the following: www.threedeepmarketing.com | @jeffsauer | @threedeep _gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
    12. 12. Social Button Tracking 101 www.threedeepmarketing.com | @jeffsauer | @threedeep _gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]); Your page with the Social button Only for customizing Page paths
    13. 13. Social Button Tracking 101 www.threedeepmarketing.com | @jeffsauer | @threedeep _gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]); Your page with the Social button Only for customizing Page paths
    14. 14. What Social Tracking Looks Like www.threedeepmarketing.com | @jeffsauer | @threedeep source: meadigital.com Social actions aggregated throughout the day Social network action segmented by post Visitors>Social>Social Action
    15. 15. Track Social Button Interactions www.threedeepmarketing.com | @jeffsauer | @threedeep http://3deep.co/social-ga
    16. 16. Tracking Video Interactions
    17. 17. Video Interactions www.threedeepmarketing.com | @jeffsauer | @threedeep Problem: We put all of our money into making YouTube videos and never imagined that our bosses would want to measure performance. How do we track video interactions?
    18. 18. What Videos Can We Track? www.threedeepmarketing.com | @jeffsauer | @threedeep
    19. 19. Step 1: Determine Video to Track www.threedeepmarketing.com | @jeffsauer | @threedeep http://www.youtube.com/watch?v=klSLQJKuZKU&feature=channel_video_title Grab the YouTube Video ID code
    20. 20. Step 2: Place Code on Page www.threedeepmarketing.com | @jeffsauer | @threedeep http://3deep.co/ytcoder Grab JavaScript code from and place on website
    21. 21. Step 3: Edit States and Videos www.threedeepmarketing.com | @jeffsauer | @threedeep Choose which states you want included in your event report Ignore the rest Change the title and video id to match your YouTube videos as well as the div container if necessary
    22. 22. Step 4: Add div tags to HTML www.threedeepmarketing.com | @jeffsauer | @threedeep
    23. 23. Other Methods www.threedeepmarketing.com | @jeffsauer | @threedeep http://3deep.co/ytjshelp YouTube provides more JavaScript instruction at: Flowplayer.org For Flash videos and event tracking, we recommend:
    24. 24. What it Looks Like www.threedeepmarketing.com | @jeffsauer | @threedeep All the defined interactions taken by the visitors
    25. 25. Bonus: Google Analytics in YouTube www.threedeepmarketing.com | @jeffsauer | @threedeep Add GA to your Premium YouTube Channel!
    26. 26. YouTube Analytics IRL www.threedeepmarketing.com | @jeffsauer | @threedeep Same metrics as a usual dashboard Track what queries people are using to get to a video Understand which of your videos people are watching
    27. 27. Tracking Phone Calls
    28. 28. Phone Call Tracking Problem: Only half of our visitors fill out a web form. The others call our contact center, making it difficult to judge ROI. How do we attribute phone calls to our search campaigns? www.threedeepmarketing.com | @jeffsauer | @threedeep
    29. 29. Solution Partner with a company specializing in phone call tracking: www.threedeepmarketing.com | @jeffsauer | @threedeep Have Phone Calls Post Back to Website
    30. 30. What it Looks Like www.threedeepmarketing.com | @jeffsauer | @threedeep Find out what keywords/ads generated leads and configure goals to understand economic value of calls generated
    31. 31. Tracking Offline Marketing
    32. 32. Offline Marketing Tracking Problem: We have no idea if offline marketing drives visitors to our site. It’s not something we have been able to measure before. How can we measure? www.threedeepmarketing.com | @jeffsauer | @threedeep
    33. 33. Offline Marketing Tracking Once you have your segment, use the GA URL Builder to build tracking, then send to a QR code or link shortener www.threedeepmarketing.com | @jeffsauer | @threedeep 3deep.co/GAURLBuilder Your web page Add your segments into the builder as content or term www.VanityURL.com
    34. 34. Use Your Link for Your Print Marketing www.threedeepmarketing.com | @jeffsauer | @threedeep A QR code isn’t enough. Make sure you use campaign tracking codes! Do you think marketing on a billboard is still valid? Stop guessing, start measuring! Dear Valued Customer… 3deep.co/mimajs
    35. 35. What it Looks Like www.threedeepmarketing.com | @jeffsauer | @threedeep Your segments will show up under Traffic Sources > Campaigns
    36. 36. CRM Integration
    37. 37. A Comprehensive View of the Customer Problem: When I ask a customer how they found us, their answers are questionable at best. Can I eliminate the guesswork? www.threedeepmarketing.com | @jeffsauer | @threedeep
    38. 38. The Basics of CRM Integration www.threedeepmarketing.com | @jeffsauer | @threedeep 1. Extract the visitor’s source data from the __utmz cookie 2. Manipulate data as needed 3. Place data in hidden form fields Your Web Form JavaScript Code Standard CRM data GA Data Server CRM
    39. 39. How Do You Do This? 1. Code it 2. Hire a Google Analytics Certified Professional to assist 3. Use CRM Applications with built in GA Integration http://bitly.com/bundles/threedeep/1
    40. 40. What it Looks Like CRM Data GA Data
    41. 41. Mobile Websites & Apps
    42. 42. Analytics of Those On-The-Go Problem: We make cool apps. Measuring things isn’t cool, so we never thought to put tracking on our app. Now my boss wants answers. Help! www.threedeepmarketing.com | @jeffsauer | @threedeep
    43. 43. Google Analytics for Mobile Websites • Google Analytics for Mobile contains tracking code for sites that use PHP, JSP, ASP.NET, or Perl • Instructions can be found at: www.threedeepmarketing.com | @jeffsauer | @threedeep http://3deep.co/3DGAMobile
    44. 44. Google Analytics for Mobile Apps 1. Download SDK’s (Software Development Kit) from 2. Create a separate analytics profile for mobile 3. SDK Available for iPhone and Android www.threedeepmarketing.com | @jeffsauer | @threedeep http://3deep.co/GA-SDK
    45. 45. Google Analytics for Mobile Apps www.threedeepmarketing.com | @jeffsauer | @threedeep Track Pageviews: or Events: http://3deep.co/ 3diphoneGA Track via pageview Track via event http://3deep.co/ 3dandroidGA Screenshots from Jason A. Cooper and icodeblog
    46. 46. Google Analytics - More Wow
    47. 47. Multi Channel Funnels
    48. 48. Pro Tip: Define Custom Channels
    49. 49. Google Analytics in Real Time www.threedeepmarketing.com | @jeffsauer | @threedeep
    50. 50. This Was Supposed to be a Real Time Demo
    51. 51. How can I go further with Google Analytics? Learn how to track: • Page Load Time • Social Button Interactions • Video Interactions • Phone Calls • Offline Marketing • CRM Integration • Mobile Websites & Apps Multi-Channel Funnels Google Analytics Real Time www.threedeepmarketing.com | @jeffsauer | @threedeep
    52. 52. More Google Analytics Pro Tips • Switch to New Google Analytics Interface NOW • Preserves date range across profiles • Link Multiple AdWords Accounts • Site Speed and Social Button Tracking • You can uncheck default segment (all traffic) • Multi Channel Funnels • Improved Custom Reports • View Graphs by Week and by Month • Compare Graphs to Past • More features to come… www.threedeepmarketing.com | @jeffsauer | @threedeep
    53. 53. Questions? www.threedeepmarketing.com | @jeffsauer | @threedeep Special Thanks to @dianekulseth for her hard work and research Download my presentation here: 3deep.co/MIMA2011GA Google Analytics Training 3deep.co/GATraining2011 • 101 & 102 October 25 • 201 & 202 November 1 • 301 & 302 November 15 How’d I do? www.surveymonkey.com/s/2011_sauer Password: mimasummit Rate the Summit: www.surveymonkey.com/s/mima_summit_2011 Password: mimasummit
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