This document discusses how to track important data in Google Analytics. It covers tagging URLs, setting goals, and using custom dimensions and metrics. It also discusses implementing Google Analytics tracking code, what Google Analytics tracks by default like user behavior and demographics. Finally, it discusses using Google Tag Manager and tracking ecommerce data in Google Analytics.

1. @marketingmojo | marketing-mojo.com
TRACKING DATA 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
DATA AWESOMESAUCE
• Google Analytics
› Tagging URLs
› Goals
› Custom Dimensions and Metrics
› Ecommerce
• Google Tag Manager

3. @marketingmojo | marketing-mojo.com
WHAT IS GOOGLE ANALYTICS?
• Web analytics software
• Freemium
• Popular
• Easy to implement

4. @marketingmojo | marketing-mojo.com
IMPLEMENTATION:CODE ALERT!!!
<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
WHAT DOES GOOGLE ANALYTICS
TRACK?
• User Behavior
› Sessions
› Page views
› Entrance and exit pages

6. @marketingmojo | marketing-mojo.com
WHAT DOES 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
GOOGLE URL 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
GOAL VALUE
• 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
TYPES OF 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
DURATION GOAL
• User sessions that last a specified amount of
time

14. @marketingmojo | marketing-mojo.com
PAGES/SCREENS PER SESSION GOAL
• A user views a specific number of pages.

15. @marketingmojo | marketing-mojo.com
EVENTS GOAL
• Magic!!!
• Well, sort of. JavaScript!!!
• _gaq.push([‘_trackEvent’,’Category’, ’Action’,
’Opt Label’, Opt Value, ’Opt non-
interaction’])

16. @marketingmojo | marketing-mojo.com
TYPES OF 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
SETTING UP GOALSIN GOOGLE
ANALYTICS
• Admin -> View -> Goals

18. @marketingmojo | marketing-mojo.com
ECOMMERCE TRACKING
• Track purchases along with quantity and
revenue.
• Is integrated into many third party shopping
carts.

19. @marketingmojo | marketing-mojo.com
WHAT YOU 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
CUSTOM DIMENSIONS AND METRICS
• Super Magic!!!
• Combine your data with Google Analytics
data.
• Limits

22. @marketingmojo | marketing-mojo.com
CUSTOMDIMENSION EXAMPLES
• Marketing automation data
• Logged in vs. anonymous user
• Author

23. @marketingmojo | marketing-mojo.com
CUSTOMMETRIC EXAMPLES
• Games
• Interaction with shoppingcart

24. @marketingmojo | marketing-mojo.com
GOOGLE TAG 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
ADAM SMITH
Director of Technology
Marketing Mojo
434.975.6656 x119
asmith@marketing-mojo.com
@schmack +AdamSmith13