Google Analytics: Going Beyond Traffic | MIMA Summit 2011

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?

Why is Site Speed Important?
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
http://3deep.co/pg-speed

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?

Social Button Tracking 101
Google +1 button comes preconfigured
Everything else requires the following:
_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);

Social Button Tracking 101
_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
Only for customizing
Page paths
Your page with the
Social button

What Social Tracking Looks Like
Visitors>Social>Social Action
Social actions aggregated throughout the day
source: meadigital.com
Social network action segmented by post

Track Social Button Interactions
http://3deep.co/social-ga

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?

What Videos Can We Track?

Step 1: Determine Video to Track
Grab the YouTube Video ID code
http://www.youtube.com/watch?v=klSLQJKuZKU&feature=channel_video_title

Step 2: Place Code on Page
Grab JavaScript code from
http://3deep.co/ytcoder
and place on website

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

Step 4: Add div tags to HTML

Other Methods
YouTube provides more JavaScript instruction at:
http://3deep.co/ytjshelp
For Flash videos and event tracking, we recommend:
Flowplayer.org

What it Looks Like
All the defined interactions taken by the visitors

Bonus: Google Analytics in YouTube
Add GA to your Premium YouTube Channel!

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

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?

Solution
Partner with a company specializing in phone call tracking:
Have Phone Calls Post Back to Website

What it Looks Like
Find out what keywords/ads generated leads and configure goals to understand economic value of calls generated

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?

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

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

What it Looks Like
Your segments will show up under Traffic Sources > Campaigns

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?

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

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

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!

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

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

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

Google Analytics - More Wow

Multi Channel Funnels

Pro Tip: Define Custom Channels

Google Analytics in Real Time

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
Multi-Channel Funnels
Google Analytics Real Time

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…

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?

http://www.threedeepmarketing.com	705
http://www.jeffalytics.com	216
http://www.conseilsmarketing.fr	156
http://mattwoestehoff.com	116
http://paper.li	108
http://www.linkedin.com	101
http://finchclasses.blogspot.com	89
http://www.conseilsmarketing.com	32
http://feeds.feedburner.com	25
http://2011.mimasummit.org	16
http://blogclasesamalia.blogspot.com	15
http://www.stonepower.fr	6
http://www.finchclasses.blogspot.com	3
http://2012.mimasummit.org	2
http://www.paperblog.fr	2
http://a0.twimg.com	2
http://www.slideshare.net	1
http://twitter.com	1
http://us-w1.rockmelt.com	1

Google Analytics: Going Beyond Traffic | MIMA Summit 2011

by Three Deep Marketing on Oct 11, 2011

Accessibility

Categories

Upload Details

Usage Rights

19 Embeds 1,597

Statistics

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