This document discusses how to use digital analytics tools to analyze online marketing campaigns. It provides an overview of web analytics and how data is collected from tools like Google Analytics. It then discusses how to analyze campaign performance on platforms like LinkedIn, Facebook, Twitter, and Google Ads using those platforms' analytics as well as Google Analytics. It stresses the importance of properly setting up analytics accounts, tagging campaigns for attribution, and going beyond top-level metrics to gain actionable insights.

1. Using Digital Analy-cs To Power
Your Online Campaigns
JOANNE CASEY | GLOWMETRICS
8th FEBRUARY 2016

2. Agenda
• Web analy-cs overview
• Collec-ng website data from
Google Analy-cs
• LinkedIn Campaign Analy-cs
• Facebook Campaign Analy-cs
• Twi@er Campaign Analy-cs
• Google Analy-cs Campaign
Reports

3. WHO WE ARE

4. Started in March 2013, to focus on providing a service which
helps businesses understand their customers beTer through
beTer digital data analysis.
Highlights The team
Joanne Casey
Managing Director
Michael Wilson
Digital Data Analyst
Catriona Henry
Digital Marke7ng
Assistant
Clients

5. WEB ANALYTICS OVERVIEW

6. Why Web Analy-cs ?
“Web Analy-cs is the measurement, collec-on, analysis and repor-ng
of Internet data for the purposes of understanding and op-mising web
usage”
- Web Analy-cs Associa-on
The Benefits of Analy-cs:
• get closer to the customer
• accurately gauge user experience
• increased accountability
• focus and priori-za-on of resources
• conversion rates and enhanced ROI

7. “Web analy-cs puts
science behind
your intui-on”
Dave Harland, CEO Omnicom Media Group Ireland

9. What is Web Analy-cs ?
Repor-ng on Stat:
– Visits
– Unique Visitors
– Pageviews
– Pages-Per-Visit
– Time-on-Site
– New Visitors
– Returning Visitors
Reaping Ac-onable Insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impac-ng
online sales?

10. COLLECTING WEBSITE DATA

11. Which Web Analy-cs Package?
Google Analy-cs
has the biggest %
market share
globally- over 80%
market share!

12. Request made
to server to
display page
Page is served
& Javascript
Code Executed
Cookies are
dropped
& webpage sends
data to Google
Servers
Data is captured
And processed
Processed Data
Is accessed via
The GA interface
How Web Analy-cs Works

13. The Google Analy-cs Interface

14. • When a user is ac-vely engaged with your website
• Users that have had at least one session within the date range
• Total number of pages viewed
• Average number of pages viewed during a session
• Average length of a session
• % single page visits
• % of first -me visits

15. 4 THINGS TO DO
BEFORE LOOKING AT
REPORTS

16. 1. HAVE YOU A
PRIVACY POLICY?

17. Privacy
Slide § 17
Note!!
7. PRIVACY: You will have and abide by an appropriate privacy policy and will comply
with all applicable laws rela3ng to the collec3on of informa3on from visitors to Your
websites. You must post a privacy policy and that policy must provide no7ce of your
use of a cookie that collects anonymous traffic data.

18. 2. FILTER OUT
INTERNAL TRAFFIC

19. Whatsmyip.org

21. 3. SET-UP GOALS &
FUNNELS

22. Set Your Goals
“I am obnoxiously persistent in helping iden7fy the desired
outcomes of the site / business before I ever log into their
web analy7cs data…
…without goals and goal values you are
not doing web analy7cs, you are doing
web iamwas7ngyourlifeandminely7cs”

23. Key e-commerce Metrics

24. Events
Ac7on
• Video clicks
• Outbound clicks
• PDF clicks
• Flash-driven menus
• Clicks to view
telephone numbers
• Social Share
• Fulfillment of
contact us form
• Fulfillment of
newsleTer form
What if you aren’t tracking bookings/sales?
Iden-fying & Measuring Posi-ve
Ac-ons that occur on your site that
contribute
towards the success
of your business

25. Using Goal Funnels to Improve Sales

26. BREAKOUT SESSION
Take a few minutes to jot down
the top GOALS you would set for
your own website.
1. _____________
2. _____________
3. _____________
Ac7on Sales
Event Sale

27. 4. MAKE SURE YOUR
CAMPAIGNS ARE
TAGGED

28. The Analytics Dashboard provides different ‘Traffic sources’.
• Primary sources of traffic:
• direct,
• referring sites,
• search engines.
• Secondary sources: any campaign tagged using the Google URL builder
• email campaigns
• banner ads
• any non-Google PPC
• any website link
Traffic Sources
glwmet.co/SGHCD

29. Metric Analysis in Marke-ng
"If you torture data long enough, it will confess to
anything.”
- Hal Varian

30. Don’t believe the hype
“Your display campaign on MSN delivered
100,000 impressions and 10,000 clicks”
- Agency
“That Display campaign that you spend
€16,000 on drove €100 in revenue L ”
- Web Analy-cs

31. Use the URL Tool Builder to track ALL online
campaign traffic:
Campaign Traffic
glwmet.co/SGHCD

32. LINKEDIN ANALYTICS

33. LinkedIn Page Analy-cs

34. LinkedIn Campaign Analy-cs

35. FACEBOOK ANALYTICS

36. Facebook Page Analy-cs

37. Facebook Page Analy-cs

38. Facebook Page Analy-cs

39. Facebook Campaign Analy-cs

40. Facebook Campaign Analy-cs

41. TWITTER ANALYTICS

42. Twi@er Account Analy-cs

43. Twi@er Account Analy-cs

44. Twi@er Account Analy-cs

45. Twi@er Campaign Analy-cs

46. Twi@er Campaign Analy-cs

47. Campaign Analy-cs- Google Analy-cs

48. Campaign Analy-cs- Google Analy-cs

49. Campaign Analy-cs- Google Analy-cs

50. CAMPAIGN TAGGING FOR BETTER ANALYTICS
• To see how effec-ve your campaign was at
genera-ng sales and leads.
• Without tagging campaigns your LinkedIn
traffic will be tracked as referral traffic or
direct traffic in Google Analy-cs.
• If you tag campaigns you’ll see the difference
in campaign traffic and organic referrals traffic
from online campaigns.

51. Wrap Up
• Check your analy-cs SET-UP
• Go BEYOND the top line stats- Keep
asking yourself ‘So what’ un-l you arrive
at an ACTIONABLE INSIGHT
• TAG online campaigns so you can be@er
measure performance

52. Slide § 52
Ques-ons?
LinkedIn: h@p://ie.linkedin.com/in/joanneellencasey
Twi@er: @joannecasey
Email: joanne@glowmetrics.com