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.

1. BeyondTraffic
In Google Analytics
Jeff Sauer
Three Deep Marketing
www.threedeepmarketing.com
651-789-7701
@jeffsauer | @threedeep | #mimasummit

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. Track Page Load Time

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. Why is Site Speed Important?
www.threedeepmarketing.com | @jeffsauer | @threedeep
People want things NOW!

6. 1 Step: Add Code to Tracking
also available on many Google Analytics plugins

7. What it Looks Like
Reports > Content
> Site Speed
Keep in mind the
page load sample
size

8. Fix Site Speed Issues
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/pg-speed

9. Track Social Button Interactions

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. 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. 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. 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. 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. Track Social Button Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/social-ga

16. Tracking Video Interactions

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. What Videos Can We Track?
www.threedeepmarketing.com | @jeffsauer | @threedeep

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. Step 2: Place Code on Page
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/ytcoder
Grab JavaScript code from
and place on website

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. Step 4: Add div tags to HTML
www.threedeepmarketing.com | @jeffsauer | @threedeep

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. What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
All the defined
interactions
taken by the
visitors

25. Bonus: Google Analytics in YouTube
www.threedeepmarketing.com | @jeffsauer | @threedeep
Add GA to your
Premium YouTube
Channel!

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. Tracking Phone Calls

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. Solution
Partner with a company specializing in
phone call tracking:
www.threedeepmarketing.com | @jeffsauer | @threedeep
Have Phone Calls Post Back to Website

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. Tracking Offline Marketing

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. 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. 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. What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
Your segments will
show up under
Traffic Sources >
Campaigns

36. CRM Integration

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. 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. 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. What it Looks Like
CRM Data GA Data

41. Mobile Websites & Apps

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. 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. 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. 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. Google Analytics - More Wow

47. Multi Channel Funnels

48. Pro Tip: Define Custom Channels

49. Google Analytics in Real Time
www.threedeepmarketing.com | @jeffsauer | @threedeep

50. This Was Supposed to be a Real Time Demo

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. 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. 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