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Tracking conversions
Inside an email marketing campaign with Google Analytics


Ticketing solution:     Paciolan
Email marketing:        Pacmail (Lyris HQ)
Analytics:              Paciolan, Google Analytics
Email Details
Date
March 22, 2012

Subject
Save 20% off Turandot in the next 72
hours!

List segment
“No Turandot ticket yet”

Unique open rate
16.4% (1,931 opens)

Unique click through
2.3% (272 clicks)
Traditional results
(sales report from Paciolan)


                                             Distribution of Sales
“72HOUR” tickets sold           Box Office
104 seats                          12%

Revenue
Phone: $1,931.20 (23)
Box Office: $1,017.60 (12)     Phone
Internet: $5,822.40 (69)        22%
                                             Internet
Total: $8,771.20 (104)                         66%
Tag your links in your emails with campaign parameters …
Visit the Google Analytics URL Builder tool
and Google Analytics will tell you a bigger story …
Notice how total online revenue is higher than expected




                                       Paciolan
                                       reported
                                       $5,822.40
The campaign directly delivered 39 regularly priced tickets
          at an additional $1,770.50* in revenue …




* Unlike previous screen, product revenue does not include taxes and fees ($32.00 total).
and there is a second direct source and medium in the campaign …




  Direct sales from
   Facebook post
       and ad
A supporting role for Facebook …
A quick Page post
… amplified by Facebook Ads
     Ad from Page post (two-day run)



      Increasing                                                                                     CPM = $0.48
        reach                                                                                        ROAS = $9.78




CPM = Cost per thousand impressions | ROAS = Return on Advertising Spending | CTR = Click Through Rate
But wait, there’s more!
     Multi-Channel Funnels and Assisted Conversions

     Sometimes the conversion is not directly sourced from a campaign.
     This is how Google Analytics tracks a conversion path …




 Our “72HOURS” campaign
can be an “Assist Interaction”
Indeed, there are three “Assist Interactions”
at an additional $215.00 in revenue




                                                Why not include
                                                “Direct” traffic as
                                                “Assist Interactions”?

                                                In the Multi-Channel
                                                Funnels reports, if a
                                                person converts on your
                                                site during a "direct" visit
                                                (i.e. used a bookmark or
                                                typed your site URL into
                                                his or her browser), the
                                                conversion is attributed
                                                to the "direct" channel.
                                                This differs from other
                                                Google Analytics reports
                                                in which the conversion is
                                                attributed to the previous
                                                non-direct campaign or
                                                source, if there is one.
Total revenue
$8,771.20 +                 (Reported in Paciolan: Internet, phone, and box office sales)
----------
$1,770.50 +                 (Reported in Google Analytics: additional regular Internet sales)
-- - - - - - - - -
$215.00 +                   (Reported in Google Analytics: “assist interactions”)

----------
$10,756.70                  (Total revenue reported across systems *)




* While close, the Google Analytics data is not completely consistent with Paciolan. Fine tuning and
calibrating is always part of the analytics and measurement process; next steps include eliminating those
points that skew data (for example bit.ly links etc.).
Questions?
Connect with me


             twitter.com/mcmvanbree

             facebook.com/dutchperspective

             marc@mcmvanbree.com


             mcmvanbree.com

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ALO: Tracking conversions

  • 1. Tracking conversions Inside an email marketing campaign with Google Analytics Ticketing solution: Paciolan Email marketing: Pacmail (Lyris HQ) Analytics: Paciolan, Google Analytics
  • 2. Email Details Date March 22, 2012 Subject Save 20% off Turandot in the next 72 hours! List segment “No Turandot ticket yet” Unique open rate 16.4% (1,931 opens) Unique click through 2.3% (272 clicks)
  • 3. Traditional results (sales report from Paciolan) Distribution of Sales “72HOUR” tickets sold Box Office 104 seats 12% Revenue Phone: $1,931.20 (23) Box Office: $1,017.60 (12) Phone Internet: $5,822.40 (69) 22% Internet Total: $8,771.20 (104) 66%
  • 4. Tag your links in your emails with campaign parameters … Visit the Google Analytics URL Builder tool
  • 5. and Google Analytics will tell you a bigger story … Notice how total online revenue is higher than expected Paciolan reported $5,822.40
  • 6. The campaign directly delivered 39 regularly priced tickets at an additional $1,770.50* in revenue … * Unlike previous screen, product revenue does not include taxes and fees ($32.00 total).
  • 7. and there is a second direct source and medium in the campaign … Direct sales from Facebook post and ad
  • 8. A supporting role for Facebook … A quick Page post
  • 9. … amplified by Facebook Ads Ad from Page post (two-day run) Increasing CPM = $0.48 reach ROAS = $9.78 CPM = Cost per thousand impressions | ROAS = Return on Advertising Spending | CTR = Click Through Rate
  • 10. But wait, there’s more! Multi-Channel Funnels and Assisted Conversions Sometimes the conversion is not directly sourced from a campaign. This is how Google Analytics tracks a conversion path … Our “72HOURS” campaign can be an “Assist Interaction”
  • 11. Indeed, there are three “Assist Interactions” at an additional $215.00 in revenue Why not include “Direct” traffic as “Assist Interactions”? In the Multi-Channel Funnels reports, if a person converts on your site during a "direct" visit (i.e. used a bookmark or typed your site URL into his or her browser), the conversion is attributed to the "direct" channel. This differs from other Google Analytics reports in which the conversion is attributed to the previous non-direct campaign or source, if there is one.
  • 12. Total revenue $8,771.20 + (Reported in Paciolan: Internet, phone, and box office sales) ---------- $1,770.50 + (Reported in Google Analytics: additional regular Internet sales) -- - - - - - - - - $215.00 + (Reported in Google Analytics: “assist interactions”) ---------- $10,756.70 (Total revenue reported across systems *) * While close, the Google Analytics data is not completely consistent with Paciolan. Fine tuning and calibrating is always part of the analytics and measurement process; next steps include eliminating those points that skew data (for example bit.ly links etc.).
  • 13. Questions? Connect with me twitter.com/mcmvanbree facebook.com/dutchperspective marc@mcmvanbree.com mcmvanbree.com