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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 ...

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
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Google Analytics: Going Beyond Traffic | MIMA Summit 2011 Google Analytics: Going Beyond Traffic | MIMA Summit 2011 Presentation Transcript

  • Beyond Traffic
    In Google Analytics
    Jeff Sauer
    Three Deep Marketing
    www.threedeepmarketing.com
    651-789-7701
    @jeffsauer | @threedeep | #mimasummit
  • 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
  • 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 on their machines. They are also militant. Is there a program that can track page load times?
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Why is Site Speed Important?
    People want things NOW!
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • 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
    http://3deep.co/pg-speed
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Track Social Button Interactions
  • Tracking Social Button Interactions
    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?
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Social Button Tracking 101
    Google +1 button comes preconfigured
    Everything else requires the following:
    _gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Social Button Tracking 101
    _gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
    Only for customizing
    Page paths
    Your page with the
    Social button
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Social Button Tracking 101
    _gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
    Only for customizing
    Page paths
    Your page with the
    Social button
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • What Social Tracking Looks Like
    Visitors>Social>Social Action
    Social actions aggregated throughout the day
    source: meadigital.com
    Social network action segmented by post
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Track Social Button Interactions
    http://3deep.co/social-ga
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Tracking Video Interactions
  • Video Interactions
    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?
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • What Videos Can We Track?
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Step 1: Determine Video to Track
    Grab the YouTube Video ID code
    http://www.youtube.com/watch?v=klSLQJKuZKU&feature=channel_video_title
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Step 2: Place Code on Page
    Grab JavaScript code from
    http://3deep.co/ytcoder
    and place on website
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Step 3: Edit States and Videos
    Choose which states you want
    included in your event report
    Ignore the rest
    Change the title and video id to match your YouTube videosas well as the div container if necessary
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Step 4: Add div tags to HTML
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Other Methods
    YouTube provides more JavaScript instruction at:
    http://3deep.co/ytjshelp
    For Flash videos and event tracking, we recommend:
    Flowplayer.org
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • What it Looks Like
    All the defined interactions taken by the visitors
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Bonus: Google Analytics in YouTube
    Add GA to your Premium YouTube Channel!
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • YouTube Analytics IRL
    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
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • 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 difficult to judge ROI. How do we attribute phone calls to our search campaigns?
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Solution
    Partner with a company specializing in phone call tracking:
    Have Phone Calls Post Back to Website
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • What it Looks Like
    Find out what keywords/ads generated leads and configure goals to understand economic value of calls generated
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Tracking Offline Marketing
  • 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
  • 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.VanityURL.com
    Your web page
    3deep.co/GAURLBuilder
    Add your segments into the builder as content or term
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Use Your Link for Your Print Marketing
    Dear Valued Customer…
    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!
    3deep.co/mimajs
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • What it Looks Like
    Your segments will show up under Traffic Sources > Campaigns
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • CRM Integration
  • 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
  • The Basics of CRM Integration
    1. Extract the visitor’s source data from the __utmz cookie2. Manipulate data as needed3. Place data in hidden form fields
    Your Web Form
    Server
    Standard CRM data
    CRM
    GA Data
    JavaScript Code
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • How Do You Do This?
    Code it
    Hire a GoogleAnalyticsCertifiedProfessional to assist
    Use CRM Applications with built in GA Integration
    http://bitly.com/bundles/threedeep/1
  • What it Looks Like
    GA Data
    CRM 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 on our app. Now my boss wants answers. Help!
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • 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:
    http://3deep.co/3DGAMobile
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Google Analytics for Mobile Apps
    Download SDK’s (Software Development Kit) from
    Create a separate analytics profile for mobile
    SDK Available for iPhone and Android
    http://3deep.co/GA-SDK
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • Google Analytics for Mobile Apps
    Screenshots from Jason A. Cooper and icodeblog
    Track Pageviews:
    or Events:
    Track via pageview
    Track via event
    http://3deep.co/3diphoneGA
    http://3deep.co/3dandroidGA
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • 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 Interactions
    • Phone Calls
    • Offline Marketing
    • CRM Integration
    • Mobile Websites & Apps
    Multi-Channel Funnels
    Google Analytics Real Time
    www.threedeepmarketing.com | @jeffsauer | @threedeep
  • More Google Analytics Pro Tips
    • Switch to New Google Analytics Interface NOW
    • Preserves date range across profiles
    • Link Multiple AdWords Accounts
    • SiteSpeed 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
  • 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
    Questions?
    www.threedeepmarketing.com | @jeffsauer | @threedeep