Slide deck from David Vogelpohl's presentation at the AUSOME meetup in Austin, TX on 10/2/2013. Learn how to track value and run amazing custom reports using Google Analytics.

1. Info packed meetups from Austin's
best in online marketing

2. Special Thanks!

3. facebook.com/groups/beausome/
#beAusome
Check in & upload photos

4. Food & Beer
Sponsored by

5. Big Guns of Austin Startup Week
1. Guns provided
2. Show, shoot network
3. Pay at event
4. Shoot for as little as $30
mclqe.co/biggunsatx

6. Advanced Google Analytics
by: David Vogelpohl
david@marketingclique.com
@davidvmc

7. David Vogelpohl
david@marketingclique.com

8. Why use Google Analytics?
1. See what visitors do
2. Measure value
3. Take action

9. “Normal”
Google Analytics

10. What am I supposed to do with this?

11. Seriously?!?! Context?

12. That’s Google
Analytics?!

13. Now we’re talking

14. What you’re going to
learn today

15. Use multiple conversion
metrics to track the
success of sources of
traffic landing pages
and sales funnels
Understand the value of your website

16. Measure value for
your advertising
and social media
campaigns
Drill down to learn more

17. Take action on the data you see
Use data to plan
and measure your
marketing &
design efforts

18. Step 1: Identify and
Value Your Goals

19. What are your goals?
Online Sales
Form Leads
Phone Leads
Online Chat
Social Sharing
Email Lists

20. What are goals worth?
CPA
Transaction Value
Don’t forget the back-end!

21. Step 2: Setting up
Goal Tracking

22. Destinations
A web page is loaded

23. Click/Submit Events
mclqe.co/eventsdoc
Someone clicks on something

24. <input id=”contact-submit”
class=”button” type=”submit”
value=”Submit”
onClick="_gaq.push(['_trackEvent',
'Contact', 'Lead', 'Sidebar', 100, false]);">
Event Code Example (form)
Category Action Label Value Non-Interaction

25. Try these plugins for
event tracking
Event Cheat Sheet
wordpress.org/plugins/google-analyticator
mclqe.co/trackeverything

26. mclqe.co/eventhack

27. Click / Submit Goals
JS Forms
Ad Clicks
Social Media Clicks
Event Value or Avg.

28. Phone Call Tracking
Ask your provider
Use number algos
Be warned of local SEO
Check out ifByPhone
ifbyphone.com

29. Online Chat Tracking
snapengage.com
Event based
Use bit.ly/eventhack
Check out SnapEngage

30. Ecommerce Tracking
Track every cent earned
Product IDs
Categories
Shipping
& More!
mclqe.co/trackecommerce

31. Ecommerce Code Example

32. Many quality ecommerce themes
and plugins will support native
ecommerce tracking
If yours doesn’t, try “Google
Analytics for WordPress” by Yoast
mclqe.co/yoastanalytics
Ecommerce Cheat Sheet

33. Step 3: Tag your links

34. UTM Links
Tag anything you
post with tracking
variables
Watch out for SEO!
mclqe.co/utmurls

35. marketingclique.com/
?utm_source=Facebook
&utm_medium=MC-Page
&utm_term=05-06-2013
&utm_content=Speaking-Announcement
&utm_campaign=WordCamp
UTM Breakdown
Use a URL Shortener When Posting!

36. Step 4: Write Custom
Reports

37. How to Create Custom Reports

38. Source Report Example

39. Source Report
See what
sources of traffic
drive value
mclqe.co/sourcereport

40. Lead Report Example

41. Lead Report
Find B2B leads
that aren’t
contacting you
mclqe.co/leadsreport

42. Brand Report Example

43. Brand Report
See the
popularity of
your brand over
time
mclqe.co/brandreport

44. Landing Page Report Example
Use for A/B tests too!

45. Landing Page Report
See which
landing pages
are creating the
most value
mclqe.co/landingreport

46. Don’t forget to annotate!

47. Questions?

48. Big Guns of Austin Startup Week
1. Guns provided
2. Show, shoot network
3. Pay at event
4. Shoot for as little as $30
mclqe.co/biggunsatx