John Thyfault, Vice President of Beasley Direct Marketing, Inc., presented a workshop on web analytics and moving the ROI meter. The workshop covered setting up tracking in Google Analytics for websites, pay-per-click ads, display ads, email, and social media. It also discussed key metrics like cost per click, conversion rates, and custom report building. The presentation emphasized understanding business goals and using data to optimize performance.

1. Web Analytics: Moving The ROI Meter
Wednesday, April 20, 2016 - 2:30 - 4:15 PM
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Presented by John Thyfault
• Vice President, Search Engine & Social Media Marketing,
Beasley Direct Marketing, Inc.
• Instructor, UC Santa Cruz Silcon Valley Extension and
Online Marketing Institute
• Instructor, The Direct Marketing Association

2. Workshop Agenda
!Digging Into Data
!High Level Targeting
!Targeting The Right Customer With Ad Extensions
!Shared Libraries - Account Wide Tools
!Shopping & Remarketing Campaigns
!Landing Pages and User Profiles
!Final Notes
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About The Instructor
John Thyfault
Vice President, Search Engine & Social Media Marketing
Beasley Direct Marketing
John Thyfault has more than 20 years of marketing, sales and product development
experience. His knowledge of search engine optimization (SEO), pay per click (PPC) marketing
and social media marketing, combined with an in-depth understanding of customer
identification, market analysis and segmentation, allows him to deliver high returns on client
marketing investment.
Prior to working with Beasley Direct, John was Senior Client Services Project Director at
ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge he
successfully led major client sponsorships for Tylenol, American Century, Intel, IBM, and
Revlon.
John has led workshops for the Silicon Valley American Marketing Association, the Direct
Marketing Association in Northern and Southern California and the Business Marketing
Association. He also teaches Search Engine Marketing at University of California, Santa Cruz,
Extension in Silicon Valley and is currently leading day long seminars as part of the Online
Marketing Summit's 2011 International Tour.
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3. About Beasley Direct Marketing
Beasley Direct Marketing, Inc. provides copywriting,
design, programming, and consulting services for the
following direct marketing channels:
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Workshop Overview
•Understanding what you want your site to accomplish
and the multiple goals that result from this
•Setting up basic web analytics tracking
•Setting up PPC/display tracking
•Email tracking
•Setting up social media tracking
•Custom Reports in Google Analytics
•Understanding the conversion path through numbers
•Conclusions
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4. What Do You Want Your Site To Do?
Before starting any sort of online marketing project
you need to understand what the end goal of you
site is:
•Sales
•Leads
•Information/Education
•Awareness
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What Do You Want Your Site To Do?
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5. Cross Channel Marketing Support
•Remember that each marketing channel exists in a
larger universe
•One channel will influence your success in other
channels
•Email drives search, broadcast influences email,
print drives direct traffic, social influences all
channels
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Web Analytics 101:
The ROI Meter
•Web reporting vs. web analytics
•Data without action is just noise
•Use the data for analysis that will generate actions
•Share the data, lessons learned and propose
actions
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6. Google Analytics Overview
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Google Analytics Advertising
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7. Google Analytics Sources
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Google Analytics - Search
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8. Google Analytics - Social
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Google Analytics Visitor Flow
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9. Google Analytics Performance
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Google Analytics - Location
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10. Google Analytics - In Page Analytics
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Google Analytics - In Page Analytics
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11. Google Analytics - Devices
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Basic Website Metrics
•Unique visits
•Unique visitors
•Unique page views
•Time on site
•Traffic sources
•Keywords, ads or conversation that drove the click
•Site Interactions
•Device type (desktop, laptop, tablet, smartphone
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12. Basic Website Metrics
•Click Stream (how the user goes through the site)
•Revenue
•Goal/conversion completion
•Site value
•All of the above when looking at pages as well as sites
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Setting Up Tracking
If you’re not tracking, you are wasting your time &
your money
•Some top web analytic vendors
•Google Analytics – free and premium versions
•Webtrends
•Adobe Marketing Cloud (Omniture Site Catalyst)
•IBM CoreMetrics/Unica
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Fortune 500 Web Analytics Package
Usage
Setting Up Tracking
Display Advertising
•Most ad networks will have an in-house solution
•Most will also accept 3rd party tracking:
•DART
•Accqusio
•AdServer
•24/7 Real Media
•Etc. etc., etc
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14. Display advertising key metrics
Setting Tracking
• Cost per 1000 impressions (CPM)
• Click through rate (CTR)
• Audience reach (off site)
• Cost per conversion/acquisition (CPA)
• Metrics by audience segment
• Metrics by publisher site
• Metrics by campaign
• Metrics by creative
• Landing page metrics
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Setting Up Tracking
Pay Per Click (PPC) Tracking Solutions
•Marin Software
•Kenshoo
•DoubleClick For Search
•Efficient Frontier
•iCrossing
•Did-it!
•Most web analytics packages have PPC modules
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15. PPC Advertising Metrics
•Ad effectiveness
•Keyword effectiveness
•Ad Group effectiveness
•Campaign effectiveness
•Landing page effectiveness
•Segment effectiveness
•Return on ad spend
•Cost per conversion
•Exit points, shopping cart abandonments, incomplete
forms
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Social Media Tracking
Some Top Tools
•Radian6
•Lithium
•NetBase
•HootSuite
•SocialMention
•RavenTools
•Klout
•Facebook Insights
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16. Email Tracking Metrics –
ESP Based
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What to Track?
•Conversion to Sale, Quote, Registration
•Lead Forms for Offers
•Time to Conversion
•Landing Page Effectiveness
•Keyword Effectiveness
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17. Setting Up A Custom Report
In Google Analytics
! Sometimes the canned reports don’t give you the data
you want in one place
! You can set up a custom report or import a shared
custom report from another
! Some sites that have good report templates
! http://analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html
! https://econsultancy.com/blog/62271-10-valuable-google-analytics-custom-
reports-2#i.appek9oincz1x7
! http://www.kaushik.net/avinash/best-downloadable-custom-web-analytics-reports/
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Setting Up A Custom Report In Google
Analytics
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18. 35
Setting Up A Custom Report In Google
Analytics
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Setting Up A Custom Report In Google
Analytics
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19. Regular Expressions - The Power Users
Keys To Tuning The Engine
• Understand the power of Regular Expressions -
regex
• A language you can use to tell the GA interface
how to capture and combine data
• http://regexlib.com/CheatSheet.aspx?
AspxAutoDetectCookieSupport=1
• http://moz.com/blog/an-seos-guide-to-regex
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Social Media Metrics
•Share of voice
•Sentiment
•Awareness
•Engagement
•Influence
•Business Metrics
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20. It’s All About The Numbers
•No one number ever exists in a vacuum
•There is a conversion pathway that surrounds every
metric
•Decide what you want the site to accomplish, your
conversion
•Define how the conversion is measured
•Sale, lead form, site registration, catalog request, time on site,
pages visited, page value
•Figure out how much that conversion is worth to you
•Lifetime value, average sale, etc.
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It’s All About The Numbers
•Work your way backward to get a number of visitors
needed to meet your conversion goal and an
acceptable cost per visitor
•Key Metrics
•Cost per click (CPC)
•Cost per thousand impressions (CPM)
•Cost per visitor
•Click through rate (CTR)
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21. Some Basic Formulas
•Key Metrics
•Conversion rate and its children
– Cost per Sale (CPS)
– Cost Per Lead (CPL)
– Cost Per Acquisition (CPA)
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Some Basic Formulas
•Cost Per Click (CPC)
•Total cost/number of clicks
•Cost per thousand impressions
•The cost per 1000 impressions (displays) of your ad
•You can have more than one impression per pageview
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22. Some Basic Formulas
•Click Through Rate (CTR)
•Clicks/ad impressions
•Conversion Rate (CR)
•Conversions/Visitors
•45 conversions on a page visited by 325 users = 13.84%
conversion rate
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More Formulas
•Cost Per Acquisition (CPA)
•CPC / conversion rate
•$2 cpc / 8 % conversion rate = $25 CPA, i.e. each
sale/acquisition costs $25
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23. More Formulas
Return on Ad Spend (ROAS)
•Total sales/total ad spend
• $500,000 is sales / $70,000 in ad spend = 714% ROAS
(This is a gross margin number)
• $500,000 in gross revenue - $400,000 in cost of goods sold
= $100,000 in net revenue / $70,000 in spend = 1.42%
NM-ROAS
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What’s An Acceptable Cost Per
Lead/Sale & Why Do I Care?
It all starts with the question:
“What is a lead/sale worth to my company and
what is share of that is profit versus costs of goods
being sold(COGS)?”
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24. •An first quality lead for a software company on
average generates $70 in revenue
•The COGS (cost of goods sold) is $40
•$30 dollars is left as potential profit.
•The company has a profit target of 15%, so $10.50
of the profit ($30 * .15) is set aside
•The remaining $19.50 as your acceptable
maximum cost per lead.
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What’s An Acceptable Cost Per
Lead/Sale & Why Do I Care?
•The $19.50 acceptable cost per lead informs your cost
per click/cost per thousand.
•Use historical or industry benchmarks for your
conversion percentages.
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What’s An Acceptable Cost Per
Lead/Sale & Why Do I Care?

25. •Work the pathway from cost per sale through
conversions to cost per click
•The landing page has an assumed 5% conversion rate (1 in
20 visitors fills out the form)
•Multiply your conversion rate times your acceptable cost per
lead
•$19.50 * 5% = $0.98 CPC
•Your acceptable CPC to remain on target is less than or
equal to an average CPC of $0.98
•Figure out how many leads you can capture based on
your budget and the average CPC and CPL
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What’s An Acceptable Cost Per
Lead/Sale & Why Do I Care?
Goal Setting & Tracking
Conclusions
•Understand the multiple influences that will affect your
site traffic and goals
•Remember the difference between web reporting vs. web
analytics
•Use the data gathered for analysis that generates
actions
•Share the data and proposes actions as stories with your
team and not as dry points of data
•Always look at the data in light of your original goals
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26. Optimize Your Landing Pages With
This Guide
• Optimize your landing pages with this 10-page,
hands-on guide offering tips on:
–Design
–Personalization
–Offers
–Usability
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Learn How to Optimize Your Emails
Learn how to optimize your emails for delivery
through spam filters and for consistency across
email browsers in this handy guide. Learn how to:
– Get your email around spam filters
– Make your email look consistent across
browsers
– Optimize your design for blocked images and
preview pane
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27. New Guide on
Multichannel Marketing
Hot off the press, this new guide offers tips on how to
save money and optimize effectiveness
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Thank You!!
John Thyfault
Beasley Direct Marketing, Inc.
http://www.beasleydirect.com/search_marketing.html
jthyfault@beasleydirect.com
650-323-1881
@JohnThyfault
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