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From Analytics to Actions: Utilize Your Website Data
This document provides a list of 98 potential metrics for measuring the impact and effectiveness of social media marketing programs and campaigns. The metrics cover a wide range of factors including buzz, engagement, traffic, sales, customer satisfaction, and more. They are organized into categories such as volume of buzz created, buzz by platform, audience demographics, and impact on online and offline business results.
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From Analytics to Actions: Utilize Your Website Data
- 1. WebStrategies Inc. chrisleone.me
- 4. Ever use web analyticsto make a business decision? If web disappeared, how would it impact our business?
- 5.
- 6. ? Significant impact, but we could survive ?
- 7. ? Cease to exist ?
- 8. $$ $ $$ $ $$ $$ $ $$ $ $ $ $ $ $$ $$ $$ $ $$ $ $$ $ $ $ $ $ Marketing $$ $ $ investment made online predicated by importance of web $$ $
- 9. Web Analytics <3s ROI Need clear idea of what we’re getting for our spend. Enter: Web Analytics
- 10. Web Analytics 3 ImportantPoints #1 Doesn’t jump through hoops out of the box. It takes configuration, time, patience, and participation from different teams and their members.
- 11. Web Analytics 1 #2 There are A LOT of metrics and dimensions in Google Analytics.
- 12. Time after Search % Exit Goal1 Abandonment Rate Goal18 Completions Goal8 Completions Time on Page % New Visits Goal1 Completions Goal18 Conversion Rate Goal8 Conversion Rate Time on Site Abandoned Funnels Goal1 Conversion Rate Goal18 Starts Goal8 Starts Total Abandonment Rate Ad Content Goal1 Starts Goal18 Value Goal8 Value Ad Group Goal1 Value Goal19 Abandoned Funnels Goal9 Abandoned Funnels Web Total Events Total Goal Completions Ad Slot Goal10 Abandoned Funnels Goal19 Abandonment Rate Goal9 Abandonment Rate Total Goal Starts Ad Slot Position Goal10 Abandonment Rate Goal19 Completions Goal9 Completions Total Goal Value Affiliation Goal10 Completions Goal19 Conversion Rate Goal9 Conversion Rate Total Unique Searches Average Value Goal10 Conversion Rate Goal19 Starts Goal9 Starts Transaction Avg. Time on Page Goal10 Starts Goal19 Value Goal9 Value Avg. Time on Site Goal10 Value Goal2 Abandoned Funnels Hostname Analytics Transactions Unique Events Bounce Rate Goal11 Abandoned Funnels Goal2 Abandonment Rate Hour Unique Pageviews Bounces Goal11 Abandonment Rate Goal2 Completions Impressions Unique Purchases Browser Goal11 Completions Goal2 Conversion Rate Java Support Unique Visitors Browser Version Goal11 Conversion Rate Goal2 Starts Keyword User Defined Value CPC Goal11 Starts Goal2 Value Landing Page Visitor Type CPM Goal11 Value Goal20 Abandoned Funnels Language Visitors CTR Goal12 Abandoned Funnels Goal20 Abandonment Rate Medium Visits Campaign Goal12 Abandonment Rate Goal20 Completions Mobile Visits with Search City Goal12 Completions Goal20 Conversion Rate Month Week Clicks Goal12 Conversion Rate Goal20 Starts New Visits 1 Connection Speed Goal12 Starts Goal20 Value Operating System Continent Goal12 Value Goal3 Abandoned Funnels Operating System Version Cost Goal13 Abandoned Funnels Goal3 Abandonment Rate Page Cost per Conversion Goal13 Abandonment Rate Goal3 Completions Page Depth Cost per Goal Conversion Goal13 Completions Goal3 Conversion Rate Page Title Cost per Transaction Goal13 Conversion Rate Goal3 Starts Pages/Visit Count of Visits Goal13 Starts Goal3 Value Pageviews Count of Visits to a Transaction Goal13 Value Goal4 Abandoned Funnels Per Visit Goal Value Country/Territory Goal14 Abandoned Funnels Goal4 Abandonment Rate Per Visit Value Custom Variable (Key 1) Goal14 Abandonment Rate Goal4 Completions Product Custom Variable (Key 2) Goal14 Completions Goal4 Conversion Rate Product Category Custom Variable (Key 3) Goal14 Conversion Rate Goal4 Starts Product Revenue Custom Variable (Key 4) Goal14 Starts Goal4 Value Product SKU Custom Variable (Key 5) Goal14 Value Goal5 Abandoned Funnels Quantity Custom Variable (Value 1) Goal15 Abandoned Funnels Goal5 Abandonment Rate RPC Custom Variable (Value 2) Goal15 Abandonment Rate Goal5 Completions Referral Path Custom Variable (Value 3) Goal15 Completions Goal5 Conversion Rate Refined Keyword Custom Variable (Value 4) Goal15 Conversion Rate Goal5 Starts Region 2 Custom Variable (Value 5) Goal15 Starts Goal5 Value Revenue Day Goal15 Value Goal6 Abandoned Funnels Screen Colors Days Since Last Visit Goal16 Abandoned Funnels Goal6 Abandonment Rate Screen Resolution Days to Transaction Goal16 Abandonment Rate Goal6 Completions Search Depth Domain Goal16 Completions Goal6 Conversion Rate Search Exits Entrances Goal16 Conversion Rate Goal6 Starts Search Refinements Event Action Goal16 Starts Goal6 Value Search Term Event Category Goal16 Value Goal7 Abandoned Funnels Service Provider Event Label Goal17 Abandoned Funnels Goal7 Abandonment Rate Shipping Event Value Goal17 Abandonment Rate Goal7 Completions Site Search Category Exit Page Goal17 Completions Goal7 Conversion Rate Site Search Status Exits Goal17 Conversion Rate Goal7 Starts Source Flash Version Goal17 Starts Goal7 Value Source/Medium Goal Conversion Rate Goal17 Value Goal8 Abandoned Funnels Sub Continent Region Goal1 Abandoned Funnels Goal18 Abandoned Funnels Goal8 Abandonment Rate Tax
- 13. Web Analytics 1 #2 Often leads to inaction instead of action
- 14. Web Analytics 1 #3 2 We care about the wrong stuff
- 15. we care aboutthe wrong stuff #biggestsinofwebanalytics
- 16. Stop focusing onjust buying campaigns. Think about buying wins
- 17.
- 18. NOT WINS WINS Signups Total Visits Cost per Acquisition Pageviews Economic Value Revenue Hits Conversion Pages per Rate Visits Per Visit Value Exit Rate Downloads
- 19. Outcomes Sources One report to rule them all
- 20. Conversion Signups Downloads Revenue Rate Google Facebook Bing Email Twitter Offline
- 21.
- 22. 1) Identify aquestion 2) X marks the spot 3) Track it 4) Get answers
- 23. 1) Identify aquestion 2) X marks the spot 3) Track it 4) Get answers
- 26. 1) Identify aquestion 2) X marks the spot 3) Track it 4) Get answers
- 28. 1) Identify aquestion 2) X marks the spot 3) Track it 4) Get Answers
- 29. Custom Built 1.25 : 1 Pre-Built 1st Floor 1.5 : 1 2nd Floor 1st Floor Custom 1.9 : 1 2nd Floor Pre Built
- 30.
- 31. Tracking visitors whocame directly to the site OR searched brand name
- 32. ↑ 66.5% ↓ 68.2% ↓ 64.7% ↑ 10.9%
- 33.
- 34.
- 35. ✓ Pay-Per-Click Traffic ✓Non-Branded
- 36. ✓ Pay-Per-Click Traffic ✓Non-Branded ✓ Zero Revenue
- 39.
- 40. It should say this! No, no..it should say that! A B
- 41. $1 Membership Join for a buck Join for $1 We offer a variety of Download We offer a variety of Download We offer a variety of Download classes and equipment classes and equipment classes and equipment $1 Offer $1 Offer $1 Offer Ut enim ad minim veniam, Ut enim ad minim veniam, Hear from our Ut enim ad minim veniam, Hear from our Hear from our quis nostrud exercitation quis nostrud exercitation members: quis nostrud exercitation members: members: ullamco laboris nisi ut ullamco laboris nisi ut ullamco laboris nisi ut aliquip ex ea commodo “Tom is an aliquip ex ea commodo “Tom is an aliquip ex ea commodo “Tom is an consequat. Duis aute irure excellent trainer consequat. Duis aute irure excellent trainer consequat. Duis aute irure excellent trainer dolor in reprehenderit in and helped me dolor in reprehenderit in and helped me dolor in reprehenderit in and helped me voluptate velit esse cillum achieve all my voluptate velit esse cillum achieve all my voluptate velit esse cillum achieve all my dolore eu fugiat nulla goals” dolore eu fugiat nulla goals” dolore eu fugiat nulla goals” pariatur. Excepteur sint pariatur. Excepteur sint pariatur. Excepteur sint occaecat occaecat occaecat
- 42. Winner: • var3 7801 7.39% 6604 6.30% 14.7 4782 4.58% 38.0 8719 8.31% 12.5 Winner
- 43. 2.13% CTR 1.72% CTR 3.10% CTR ✓
- 44.
- 45. $$$$ $$ $
- 46. Perishable Non-Perishable Variable( Variable( Flat(Rate Flat(Rate Shipping Shipping California 14.6% 26.3% East(Coast 27.9% 30.0%
- 47. Perishable Non-Perishable Variable( Variable( Flat(Rate Flat(Rate Shipping Shipping California 14.6% 24.8% 26.3% 27.9% East(Coast 27.9% 28.8% 30.0% 29.2%
- 48.
- 49. 3 Types ofPlatforms
- 50.
- 51. Twitter Yelp Google+ Facebook Our Website Google Places Tumblr LinkedIn
- 52. Reddit Twitter Quora Yelp Google+ Forums Our Facebook Website Google Other Places Tumblr blogs LinkedIn Other social profiles
- 53. 3 Types ofPlatforms
- 54. 1. Volume ofbuzz created around 26. Ratings 51. Method of content discovery (search, 76. Savings per customer assisted through a social campaign pass-along, discovery engines, etc) direct social media interactions compared 27. Social bookmarks to other channels (e.g., call centers, in- 2. Amount of buzz based on number of 52. Clicks store) 28. Subscriptions (RSS, podcasts, video impressions series) 77. Savings generated by enabling 53. Percentage of traffic generated from earned media customers to connect with each other 3. Shift in buzz over time 29. Pageviews (for blogs, microsites, etc) 54. View-throughs 78. Impact on first contact resolution 4. Buzz by time of day / daypart 30. Effective CPM based on spend per (FCR) (hat tip to Forrester Research for impressions received 55. Number of interactions that one) 5. Seasonality of buzz 31. Change in search engine rankings for 79. Customer satisfaction 6. Competitive buzz 56. Interaction/engagement rate the site linked to through social media 80. Volume of customer feedback 7. Buzz by category / topic 32. Change in search engine share of 57. Frequency of social interactions per generated voice for all social sites promoting the consumer 8. Buzz by social channel (forums, brand 81. Research & development time saved 58. Percentage of videos viewed based on feedback from social media social networks, blogs, Twitter, etc) 33. Increase in searches due to social activity 59. Polls taken / votes received 82. Suggestions implemented from social 9. Buzz by stage in purchase funnel feedback (e.g., researching vs. completing 34. Percentage of buzz containing links 60. Brand association transaction vs. post-purchase) 83. Costs saved from not spending on 35. Links ranked by influence of 61. Purchase consideration traditional research 10. Asset popularity (e.g., if several publishers videos are available to embed, which is 62. Number of user-generated 84. Impact on online sales used more) 36. Percentage of buzz containing submissions received multimedia (images, video, audio) 85. Impact on offline sales 11. Mainstream media mentions 63. Exposures of virtual gifts 37. Share of voice on social sites when 86. Discount redemption rate running earned and paid media in same 64. Number of virtual gifts given 12. Fans 87. Impact on other offline behavior environment 65. Relative popularity of content (e.g., TV tune-in) 13. Followers 38. Influence of consumers reached 66. Tags added 88. Leads generated 14. Friends 39. Influence of publishers reached (e.g., blogs) 67. Attributes of tags (e.g., how well 89. Products sampled 15. Growth rate of fans, followers, and they match the brand's perception of 90. Visits to store locator pages friends 40. Influence of brands participating in itself) social channels 16. Rate of virality / pass-along 91. Conversion change due to user 68. Registrations from third-party social ratings, reviews 41. Demographics of target audience engaged with social channels logins (e.g., Facebook Connect, Twitter 17. Change in virality rates over time OAuth) 92. Rate of customer/visitor retention 18. Second-degree reach (connections 42. Demographics of audience reached through social media 69. Registrations by channel (e.g., Web, 93. Impact on customer lifetime value to fans, followers, and friends exposed - desktop application, mobile application, by people or impressions) 43. Social media habits/interests of 94. Customer acquisition / retention SMS, etc) target audience costs through social media 19. Embeds / Installs 70. Contest entries 44. Geography of participating consumers 95. Change internal market share 20. Downloads 71. Number of chat room participants 45. Sentiment by volume of posts 96. Earned media's impact on results from 21. Uploads paid media 72. Wiki contributors 46. Sentiment by volume of impressions 97. Responses to socially posted events 22. User-initiated views (e.g., for 73. Impact of offline marketing/events videos) 47. Shift in sentiment before, during, and on social marketing programs or buzz 98. Attendance generated at in-person after social marketing programs events 23. Ratio of embeds or favoriting to 74. User-generated content created that 48. Languages spoken by participating views consumers can be used by the marketer in other 99. Employees reached (for internal channels programs) 24. Likes / favorites 49. Time spent with distributed content 75. Customers assisted 100. Job applications received 25. Comments 50. Time spent on site through social media referrals
- 55. No Silver Bullet SetMultiple Goals
- 56. Influence Sentiment Outcomes
- 57. Au ze die Si nc e Influence Reputation
- 58. Sentiment Capture Event Categorize Negative Positive Action
- 59. The Compass SchoolOnline Sentiment: May 2012 Location: Manassas, VA Website Good Bad Link Savvy Source 0 2 http://www.savvysource.com/preschools/virginia/manassas/sh28161 the compass school inc Google Places 10 4 http://maps.google.com/maps/place?cid=17967419281211431749&hl=en Yelp 1 0 http://www.yelp.com/biz/the compass school manassas Glass Door 2 (1 new) 0 http://www.glassdoor.com/Reviews/Employee Review The Compass School RVW711336.htm Yahoo Local 0 0 http://local.yahoo.com/info 36297461 compass school manassas?tab=webreviews#webrev GreatSchools 9 6 http://pk.greatschools.org/virginia/manassas/preschools/The Compass School/3185/ Insider Pages 1 0 http://www.insiderpages.com/b/15244960536/the compass school manassas CitySearch 0 0 http://washingtondc.citysearch.com/profile/44580734/manassas_va/compass_school.html SuperPages 3 2 http://spag.es/oJXEWH Kudzu 0 0 25 14
- 60.
- 61. Reddit Twitter Quora Yelp Google+ Forums Our Facebook Website Google Other Places Tumblr blogs LinkedIn Other social profiles
- 62. Total Control Downloads, Purchases, Signups, Our Website Conversion Rate Some Control Google+ Google Facebook Twitter Yelp Tumblr LinkedIn Places No Control Other Other Reddit Quora Forumssocial blogs profiles
- 63.
- 64. Total Control Capture, Observe, Record, Trend, Our Website Promote, Experiment, Fail fast Some Control Observe, Record, Trend, Promote, Google+ Google Facebook Twitter Yelp Tumblr LinkedIn Places Experiment, Fail fast No Control Other Other Reddit Quora Forumssocial blogs profiles
- 65. Google Facebook Google+ Twitter Places Tumblr LinkedIn Yelp Review Sites Our Website
- 66. Reddit Quora Forums Other blogs Other social profiles
- 67. Buying Wins Visitor Insight Offline Response Reducing Waste Testing Copy/Headlines Buying Wins Incentives Social Value
- 68.