Using google analytics to track your digital marketing results accurately 16-09-2015 - mwug

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Using Google Analytics to Track Your
Digital Marketing Results Accurately

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My Background
Michael Cropper, Managing Director

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Google Analytics Individual Qualification

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Google Analytics
• Website visitor tracking platform
• Free to use, enterprise version also available
• # of Visits, Traffic Sources, Revenue Generated
• Over 560 dimensions & metrics to track,
measure and analyse

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Data Driven Approach
“Make smarter data driven business
decisions, focus on what’s working and ditch
what isn’t”

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£1 = £2

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Traffic Sources
• Campaigns;

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Common Pitfalls & Underutilised
Opportunities

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UTM Tracking Parameters
www.contradodigital.com?utm_source=ww
w.bbc.co.uk&utm_medium=referral&utm_c
ampaign=cool-tech-review
Resource: http://search.contrado.digital/utm

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Social Media
Resource: http://www.contradodigital.com/resources/social-media-tracking-tool/

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Event Tracking
• Set this up, on everything
ga('send', 'event', 'category', 'action', 'label');
<a class="footer-links" onclick="ga('send', 'event',
'Click-To-Call', 'Click', 'Footer-Phone-Number')"
href="tel:01254 584592">01254 584592</a>

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Event Tracking
• Report: Behaviour  Events

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Goal Tracking
• Event
• Page View
• Time on Site
• Contact us Form
• PDF Download
• Outbound Link

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Goal Funnels

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Ecommerce Tracking
• Set this up!
• Configure: Admin  Ecommerce Settings

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Site Search
• Use this!
• Configure: Admin  Site Search Settings

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iOS VS Android Mobile App?
• Let the data do the talking

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Website Visitors
• Report: Audience  Technology  Network

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Conversion Rates on Mobile
• Still not responsive?

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Tracking Offline Activities
• Print Advertisement:
www.example.com/offer
• 301 to UTM’d URL
• Magic – Report: Acquisition  Campaigns
 All Campaigns

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Assisted Conversions

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Intelligence Events

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Real Time Data

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Advanced Segments

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Account Structure
• Account (Linked to an email address)
– Property (www.website.com)
• View (Filtered profiles)
• Best practice
– Raw data
– All traffic excluding internal office IP
– All traffic including internal office IP
– Any other filter you would like
Account
Profile
View
View
Profile
View
View
Profile
View
View

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Notes on Filters
• Advanced segments VS filtered profiles
• Advanced segments = filtering the data
that is already stored
• Filtered profiles = filter the data before it is
stored, so effectively disappears

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Linking AdWords
• Join data for accurate reporting

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Referral Spam
Resource: http://search.contrado.digital/referral spam

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Questions?
Michael Cropper
Managing Director
michael.cropper@contradodigital.com
@ContradoDigital