The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From

3,032 views

Published on

• 3. We’ll cover...1 How to get ecommerce working2 How to set up goals3 Q&A
• 4. Our goal: connect data back to revenue
• 5. WHEN TO USEEcommerce
• 6. Use ecommerce tracking if you take credit cards
• 7. Google Analytics doesn’t do this by default
• 8. Step 1: Enable Ecommerce Tracking
• 9. DEMOTime
• 10. Step 2: Add ecommerce tracking code to your site
• 11. Every order will have slightly different code vs
• 12. This isn’t a copy & paste job
• 13. Your website produces the code each time
• 14. Add the code to you payment confirmation page
• 15. How GA ecommerce tracking works 1 Shopping cart captures order info 2 Your site builds the tracking code 3 GA tracking code executes 4 Sends data to GA servers
• 16. Add it within your regular GA tracking code
• 17. DEMOTime
• 18. What if we can’t modify the shopping cart? Many payment platforms severely restrict what you can do with the checkout process.
• 19. You’re going to want help from a developer
• 20. WHAT IS AGoal?
• 21. A goal is a critical event for your business
• 22. Use ecommerce first, goals second
• 23. Google Analytics goal examples 1 Account sign ups 2 Newsletter sign ups 3 Lead gen forms 4 Downloads
• 24. The data you’ll have
• 25. We tell GA what our goals are
• 26. THE 4 GOALTypes
• 27. 1. URL Destination Every time someone views a page, the goal triggers.
• 28. DEMOTime
• 29. Funnels aren’t that flexible They only work when your site has a series of consecutive steps.
• 30. What if we don’t have a unique URL?1 Use event goals2 For funnels, use virtual pageviews
• 31. What’s a virtual pageview? We tell Google Analytics by hand that a pageview occurred when it didn’t.
• 32. This is what the virtual pageview code looks like:
• 33. Be careful with virtual pageviews Only use them when you need to add a step to your funnel and URLs won’t work.
• 34. DEMOTime
• 35. GOALValues
• 36. Only use goal values when they lead to revenue We don’t want to assign random values to our goals. If you can’t connect a goal to revenue, leave it blank.
• 37. Let’s work through an example
• 38. Recalculate goal values every 3-6 months
• 39. WHO GETS THECredit?
• 40. All traffic report from Google Analytics
• 41. How does Google Analytics assign credit?
• 42. Let’s say Susan comes to your site
• 43. She discovers you via a Facebook post and buys
• 44. Next time, she uses an organic search and buys
• 45. Who gets the credit for each purchase?
• 46. This creates distortions in your attribution
• 47. Web analytics can’t track people over time Customer data gets split up between multiple traffic sources.
• 48. To get a complete picture of your customers... You’ll need to use customer analytics.
• 49. A revenue report that includes repeat purchases
• 50. Use KISSmetrics for long term tracking

1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total views
3,032
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
109
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From

  1. 1. The Two Required Features of Google Analytics thatTell You Where Your Revenue Comes From Lars Lofgren Marketing Analyst - October 2012 info@kissmetrics.com - Confidential - Do not distribute
  2. 2. @larslofgren #KISSwebinar
  3. 3. We’ll cover...1 How to get ecommerce working2 How to set up goals3 Q&A
  4. 4. Our goal: connect data back to revenue
  5. 5. WHEN TO USEEcommerce
  6. 6. Use ecommerce tracking if you take credit cards
  7. 7. Google Analytics doesn’t do this by default
  8. 8. Step 1: Enable Ecommerce Tracking
  9. 9. DEMOTime
  10. 10. Step 2: Add ecommerce tracking code to your site
  11. 11. Every order will have slightly different code vs
  12. 12. This isn’t a copy & paste job
  13. 13. Your website produces the code each time
  14. 14. Add the code to you payment confirmation page
  15. 15. How GA ecommerce tracking works 1 Shopping cart captures order info 2 Your site builds the tracking code 3 GA tracking code executes 4 Sends data to GA servers
  16. 16. Add it within your regular GA tracking code
  17. 17. DEMOTime
  18. 18. What if we can’t modify the shopping cart? Many payment platforms severely restrict what you can do with the checkout process.
  19. 19. You’re going to want help from a developer
  20. 20. WHAT IS AGoal?
  21. 21. A goal is a critical event for your business
  22. 22. Use ecommerce first, goals second
  23. 23. Google Analytics goal examples 1 Account sign ups 2 Newsletter sign ups 3 Lead gen forms 4 Downloads
  24. 24. The data you’ll have
  25. 25. We tell GA what our goals are
  26. 26. THE 4 GOALTypes
  27. 27. 1. URL Destination Every time someone views a page, the goal triggers.
  28. 28. DEMOTime
  29. 29. Funnels aren’t that flexible They only work when your site has a series of consecutive steps.
  30. 30. What if we don’t have a unique URL?1 Use event goals2 For funnels, use virtual pageviews
  31. 31. What’s a virtual pageview? We tell Google Analytics by hand that a pageview occurred when it didn’t.
  32. 32. This is what the virtual pageview code looks like:
  33. 33. Be careful with virtual pageviews Only use them when you need to add a step to your funnel and URLs won’t work.
  34. 34. DEMOTime
  35. 35. GOALValues
  36. 36. Only use goal values when they lead to revenue We don’t want to assign random values to our goals. If you can’t connect a goal to revenue, leave it blank.
  37. 37. Let’s work through an example 1 Each sale gets you $100 2 You need 10 lead to get a sale 3 Each lead is worth $10 4 Your lead gen form should have a goal value of $10
  38. 38. Recalculate goal values every 3-6 months
  39. 39. WHO GETS THECredit?
  40. 40. All traffic report from Google Analytics
  41. 41. How does Google Analytics assign credit? Credit goes to the most recent traffic source (except for direct).
  42. 42. Let’s say Susan comes to your site
  43. 43. She discovers you via a Facebook post and buys
  44. 44. Next time, she uses an organic search and buys
  45. 45. Who gets the credit for each purchase?1 Purchase #1: Facebook.com2 Purchase #2: Organic keyword
  46. 46. This creates distortions in your attribution1 Marketing to new customers is undervalued2 Marketing to repeat customers is overvalued
  47. 47. Web analytics can’t track people over time Customer data gets split up between multiple traffic sources.
  48. 48. To get a complete picture of your customers... You’ll need to use customer analytics.
  49. 49. A revenue report that includes repeat purchases
  50. 50. Use KISSmetrics for long term tracking
  51. 51. Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren

×