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EVENTS GOAL
• Magic!!!
• Well, sort of. JavaScript!!!
• _gaq.push([‘_trackEvent’,’Category’, ’Action’,
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interaction’])](https://image.slidesharecdn.com/trackingdatathatmattersingoogleanalytics-150617135405-lva1-app6891/75/Tracking-Data-that-Matters-in-Google-Analytics-15-2048.jpg){kind=tracking}
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Tracking Data that Matters in Google Analytics
The document outlines the functionalities and implementation of Google Analytics, covering topics such as tagging URLs, setting up goals, and eCommerce tracking. It explains how to measure user behavior, assign monetary values to goals, and utilize custom dimensions and metrics. Additionally, it discusses the use of Google Tag Manager for simplifying analytics management for non-technical users.
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Tracking Data that Matters in Google Analytics
- 1. @marketingmojo | marketing-mojo.com TRACKINGDATA THAT MATTERS IN GOOGLE ANALYTICS Adam Smith Director of Technology Marketing Mojo June 16, 2015 http://www.marketing-mojo.com/ama/
- 2. @marketingmojo | marketing-mojo.com DATAAWESOMESAUCE • Google Analytics › Tagging URLs › Goals › Custom Dimensions and Metrics › Ecommerce • Google Tag Manager
- 3. @marketingmojo | marketing-mojo.com WHATIS GOOGLE ANALYTICS? • Web analytics software • Freemium • Popular • Easy to implement
- 4. @marketingmojo | marketing-mojo.com IMPLEMENTATION:CODEALERT!!! <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.inser tBefore(a,m) })(window,document,'script','//www.google- analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-1','auto'); ga('send', 'pageview'); </script>
- 5. @marketingmojo | marketing-mojo.com WHATDOES GOOGLE ANALYTICS TRACK? • User Behavior › Sessions › Page views › Entrance and exit pages
- 6. @marketingmojo | marketing-mojo.com WHATDOES GOOGLE ANALYTICS TRACK? • User Information › Technology › Geography › Demographics
- 7. @marketingmojo | marketing-mojo.com TAGGINGURLS •Example: http://www.marketing- mojo.com/webinar/?utm_source=june-webinar- email&utm_medium=email&utm_campaign=webinar • Campaign information › Source › Medium › Name
- 8. @marketingmojo | marketing-mojo.com GOOGLEURL BUILDER • URL Builder: https://support.google.com/analytics/answer/1033867?hl =en
- 9. @marketingmojo | marketing-mojo.com GOALS •Measure specific actions that contribute to the success of your business. • CONVERSIONS!!! • Limits
- 10. @marketingmojo | marketing-mojo.com GOALVALUE • Assign a $ amount to the conversion. • Example: › Your sales team can close 10% of users that sign up for a newsletter. › Your average transaction is $500. › Assign a goal value of $50 in Google Analytics!
- 11. @marketingmojo | marketing-mojo.com TYPESOF GOALS • Destination • Duration • Pages/Screens per session • Event
- 12. @marketingmojo | marketing-mojo.com DESTINATIONGOAL •URL • Types › Equals to /webinar-thanks/ › Begins with /lp/webinar-thanks.php › Regular Expression ^/webinar/.*.
- 13. @marketingmojo | marketing-mojo.com DURATIONGOAL • User sessions that last a specified amount of time
- 14. @marketingmojo | marketing-mojo.com PAGES/SCREENSPER SESSION GOAL • A user views a specific number of pages.
- 15. @marketingmojo | marketing-mojo.com EVENTSGOAL • Magic!!! • Well, sort of. JavaScript!!! • _gaq.push([‘_trackEvent’,’Category’, ’Action’, ’Opt Label’, Opt Value, ’Opt non- interaction’])
- 16. @marketingmojo | marketing-mojo.com TYPESOF EVENTS GOALS • Click tracking • Form submissions • Lightbox/Popupconversions • Affiliate Ad clicks • Form errors • Map engagement • Video engagement • Article engagement • Widget interactions • Beer?
- 17. @marketingmojo | marketing-mojo.com SETTINGUP GOALSIN GOOGLE ANALYTICS • Admin -> View -> Goals
- 18. @marketingmojo | marketing-mojo.com ECOMMERCETRACKING • Track purchases along with quantity and revenue. • Is integrated into many third party shopping carts.
- 19. @marketingmojo | marketing-mojo.com WHATYOU CAN LEARN FROM ECOMMERCE TRACKING • What is selling and why. • Revenue per transaction. • What path the user takes through your site before purchasing. • How long a user takes to purchase.
- 20. @marketingmojo | marketing-mojo.com •ga('require', 'ecommerce'); • ga('ecommerce:addTransaction', { 'id': '1234', // Transaction ID.Required. 'affiliation': ‘’WidgetsRUs', // Affiliation or storename. 'revenue': '11.99', // Grand Total. 'shipping': '5', // Shipping. 'tax': '1.29' // Tax. }); • ga('ecommerce:addItem', { 'id': '1234', // Transaction ID.Required. 'name': ’Super Widget', // Productname.Required. 'sku': 'DD23444', // SKU/code. 'category': ’Green Widgets', // Category or variation. 'price': '11.99', // Unit price. 'quantity': '1' // Quantity. }); • ga('ecommerce:send'); • ga('ecommerce:clear');
- 21. @marketingmojo | marketing-mojo.com CUSTOMDIMENSIONS AND METRICS • Super Magic!!! • Combine your data with Google Analytics data. • Limits
- 22. @marketingmojo | marketing-mojo.com CUSTOMDIMENSIONEXAMPLES • Marketing automation data • Logged in vs. anonymous user • Author
- 23. @marketingmojo | marketing-mojo.com CUSTOMMETRICEXAMPLES • Games • Interaction with shoppingcart
- 24. @marketingmojo | marketing-mojo.com GOOGLETAG MANAGER • The Promise › Bypassing your IT department for fun and profit. › Easy to use for non-technicalfolks • The Reality
- 25. @marketingmojo | marketing-mojo.com CONTACT ADAMSMITH Director of Technology Marketing Mojo 434.975.6656 x119 asmith@marketing-mojo.com @schmack +AdamSmith13
Editor's Notes
- #2 Warning that I’m a developer. My goal is to give you the knowledge you need to work with your site developers (guys like me) to do a better job using Google Analytics on your websites.
- #3 Google Analytics is the awesome sauce for finding out how your users interact with your site. Use this information to refine your site and take it to the next level. So many websites use analytics at it’s base level.
- #4 $150,000 a year for premium. Support and training from Google. Of the top 1 million web sites, over 50% use Google Analytics. At it most basic, implements with one code snippet. You don’t have to install it on your server like other analytics programs.
- #5 Put on every single page. Page load. Asynchronous.
- #7 Tech: browser, OS, mobile Demographics: age, gender, interests.
- #8 Analytics natively understands these tags. Source: where they are coming from Medium: organic, paid search, email, social Campaign: Adwords campaign or custom campaign You can makeup your own tag.
- #10 Page views and visits are important, but Conversions are where it’s at. Leads, sales. Download a whitepaper, newsletter signups, watching a video, adding a product to the shopping cart. Limited to 20 goals per view but they can be replaced. If you do replace a goal, make sure you annotate it within Google Analytics.
- #13 Begins with is especially helpful for retaining tracking codes.
- #14 Example: you want people to stay on your site for more than five minutes.
- #15 Slideshow type articles are a good example.
- #16 Category should be broad like “Form” or “Social Links” Action is what occurred. “Clicked”, “Submitted Form” Label optional. Used to segment. Social Link example “Facebook” Optional value. Optional interaction. Default is false. True means it won’t count that visit as a bounce.
- #18 Go to demo
- #19 Shopify and the WooCommerce WordPress plugin are good examples
- #22 Limits: you cannot use personally identifiable information such as name, email address, or social security number. YOU CAN use an internal identification like Customer ID. Once again, you only get 20 per view.
- #23 We use Marketo Tag the content by author on the blog.
- #24 Games: high scores, level completion Shopping cart: are users abandoning carts for certain products?
- #25 The promise is the ability to implement code tags on your site without needed IT assistance. The reality is that is can be difficult and requires some dedicated up front education.
- #26 ADD TAD