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Tracking + Conversions - Conrad O'Connell

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Presentation on the basics of tracking, conversions and justifying spend through data analysis. Presented by Conrad O'Connell on behalf of Interactivity Digital at IDMYR, a local one day event.

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Tracking + Conversions - Conrad O'Connell

  1. 1. PAID OWNED EARNED Tracking & Conversions: Finding What Works Conrad O'Connell Saturday, September 21, 13
  2. 2. Tracking & Conversions Pop Quiz Saturday, September 21, 13
  3. 3. Tracking & Conversions How many people visited your website last week? Saturday, September 21, 13
  4. 4. Tracking & Conversions How many people converted on your website last week? Saturday, September 21, 13
  5. 5. Tracking & Conversions What percentage of your traffic is from search engines? Saturday, September 21, 13
  6. 6. Tracking & Conversions Can you answer this: I know how much money my online efforts generate. Saturday, September 21, 13
  7. 7. Tracking & Conversions Why? Saturday, September 21, 13
  8. 8. Tracking & Conversions Why Measure Success Capture Goals Calculate ROI Saturday, September 21, 13
  9. 9. Tracking & Conversions Measuring Success Did it work? Where did it come from? What’s working the best? Saturday, September 21, 13
  10. 10. Example: Organic visitor conversion Referral visitor conversion Tracking & Conversions Saturday, September 21, 13
  11. 11. Tracking & Conversions Capture Goals What’s my goal? KPI Where do I want to be? Saturday, September 21, 13
  12. 12. Tracking & Conversions Example: Saturday, September 21, 13
  13. 13. Tracking & Conversions Calculate ROI Effective Channels Lowering Marketing Costs How much is it worth? Saturday, September 21, 13
  14. 14. Tracking & Conversions Calculate ROI Saturday, September 21, 13
  15. 15. Tracking & Conversions Okay, fine. Saturday, September 21, 13
  16. 16. Tracking & Conversions So what can I track? Saturday, September 21, 13
  17. 17. Tracking & Conversions Saturday, September 21, 13
  18. 18. Tracking & Conversions _gat Object Methods _getTracker(account) deprecated _createTracker(opt_account, opt_name) _getTrackerByName(opt_name) _anonymizeIp() _gaq Object Methods _createAsyncTracker(accountId, opt_name) _getAsyncTracker(opt_name) deprecated push(commandArray) _addIgnoredOrganic(newIgnoredOrganicKeyword) _addIgnoredRef(newIgnoredReferrer) _addItem(transactionId, sku, name, category, price, quantity) _addOrganic(newOrganicEngine, newOrganicKeyword, opt_prepend) _addTrans(transactionId, affiliation, total, tax, shipping, city, state, country) _clearIgnoredOrganic() _clearIgnoredRef() _clearOrganic() _cookiePathCopy(newPath) _deleteCustomVar(index) _getName() _setAccount() _getAccount() _getClientInfo(1) _linkByPost(formObject, useHash) _setAllowAnchor(bool) _setAllowHash(bool) deprecated _setAllowLinker(bool) _setCampContentKey(newCampContentKey) _setCampMediumKey(newCampMedKey) _setCampNameKey(newCampNameKey) _setCampNOKey(newCampNOKey) _setCampSourceKey(newCampSrcKey) _setCampTermKey(newCampTermKey) _setCampaignCookieTimeout(cookieTimeoutMillis) _setCampaignTrack(bool) _setClientInfo(bool) _setCookiePath(newCookiePath) _setCookiePersistence(milliseconds) deprecated _setCookieTimeout(newDefaultTimeout) deprecated _setCustomVar(index, name, value, opt_scope) _setDetectFlash(bool) _setDetectTitle(bool) _setDomainName(newDomainName) _setLocalGifPath(newLocalGifPath) _setLocalRemoteServerMode() _setLocalServerMode() _setRemoteServerMode() _setSampleRate(newRate) _setSessionTimeout(newTimeout) deprecated _setSiteSpeedSampleRate(sampleRate) _setSessionCookieTimeout(cookieTimeoutMi s) _setVar(newVal) deprecated _setVisitorCookieTimeout(cookieTimeoutMill ) _trackEvent(category, action, opt_label, opt_value, opt_noninteraction) _trackPageLoadTime() deprecated _trackPageview(opt_pageURL) _trackSocial(network, socialAction, opt_targe opt_pagePath) _trackTiming(category, variable, time, opt_labe opt_sampleRate) _trackTrans() _setReferrerOverride(newReferrerUrl) _setRemoteServerMode() _setSampleRate(newRate) _getDetectFlash(1) _getDetectTitle(1) _getLinkerUrl(targetUrl, useHash) Saturday, September 21, 13
  19. 19. Tracking & Conversions That’s it. Saturday, September 21, 13
  20. 20. Tracking & Conversions Useful Tracking Saturday, September 21, 13
  21. 21. Tracking & Conversions Saturday, September 21, 13
  22. 22. Tracking & Conversions Saturday, September 21, 13
  23. 23. Tracking & Conversions Saturday, September 21, 13
  24. 24. Tracking & Conversions Saturday, September 21, 13
  25. 25. Tracking & Conversions Saturday, September 21, 13
  26. 26. Tracking & Conversions Common Trackable Items Web Form Submissions Filled out a contact form Email Signups E-Commerce Where people click Saturday, September 21, 13
  27. 27. Tracking & Conversions Other forms of tracking and testing? Saturday, September 21, 13
  28. 28. Tracking & Conversions A/B Testing Changing elements Find what works best Validation of design Saturday, September 21, 13
  29. 29. Tracking & Conversions A/B Testing Saturday, September 21, 13
  30. 30. Tracking & Conversions A/B Testing Increased click-through rates 144% Saturday, September 21, 13
  31. 31. Tracking & Conversions A/B Testing Adding better feature lists Easier to read design Saturday, September 21, 13
  32. 32. Tracking & Conversions Without tracking and collecting data Saturday, September 21, 13
  33. 33. Tracking & Conversions Saturday, September 21, 13
  34. 34. Tracking & Conversions However, with tracking and collecting data Saturday, September 21, 13
  35. 35. Tracking & Conversions Saturday, September 21, 13
  36. 36. Tracking & Conversions Using that data Saturday, September 21, 13
  37. 37. Tracking & Conversions Using data to make better decisions Know what works! Example: Maybe your mobile visitors convert worse Saturday, September 21, 13
  38. 38. Tracking & Conversions Example: Maybe your mobile visitors convert worse Saturday, September 21, 13
  39. 39. Tracking & Conversions 9% 32% 59% Desktop Mobile Tablet 12% 10% 78% Desktop Mobile Tablet Traffic Revenue Saturday, September 21, 13
  40. 40. Tracking & Conversions Now you can make a decision based on real data Saturday, September 21, 13
  41. 41. Tracking & Conversions “Let’s create a mobile site” Saturday, September 21, 13
  42. 42. Tracking & Conversions “Let’s create a mobile site” Mobile conversion double Revenue Increases Over $215,000 Saturday, September 21, 13
  43. 43. Tracking & Conversions “Let’s create a mobile site” “Absolutely” Saturday, September 21, 13
  44. 44. Tracking & Conversions How it all works together Social Paid Traffic Organic Saturday, September 21, 13
  45. 45. Tracking & Conversions Direct + Organic 24% Social + Organic 1% Direct + Referral 7% Multi-Channel Conversions Saturday, September 21, 13
  46. 46. Tracking & Conversions Pop Quiz Revisit Testing & tracking help you make better decisions Testing & tracking let you find what works best Testing & tracking help you validate cost Testing & tracking properly is proof of real digital marketing success Saturday, September 21, 13
  47. 47. Tracking & Conversions Saturday, September 21, 13

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