Web Analytics Implementation & Strategy Jamie Smith, CEO Engine Ready
Agenda <ul><li>Web Analytics History & Overview </li></ul>2) Conversion Tracking vs. Web Analytics 3) Implementation & Adv...
Web Analytic Vendors
Web Analytics Overview
KPI’s for setting Goals & Objectives  (Key Performance Indicators)
Which user are you?
How Web Analytics Work
Log File 3 rd  Party / ASP Analytics A simple view of how data is collected at a 3 rd  party analytics server http://www.m...
PATTERNS  Phase 1: Hits, referrers, visitors Phase 2: Unique vs. Returning visitors Phase 3: Conversion Tracking (CPA / RO...
Top 6 Mistakes Installing Analytics  1) Version Control- Overwriting the tracking code 2)  Not Setting up Conversions, Goa...
Top 3 Mistakes Setting up Campaigns  <ul><li>Not setting up clear and measurable goals for each initiative </li></ul><ul><...
Conversion Tracking vs. Web Analytics
Conversion Tracking vs. Web Analytics  <ul><li>What is your conversion rate? </li></ul><ul><li>You need both to cross refe...
Google AdWords Conversion Tracking What’s Missing? <ul><li>Usability & Landing Page Testing  </li></ul><ul><li>Bounce Rate...
4 Advanced Strategies <ul><li>1) Campaign Summary </li></ul>2) Path analysis = Usability = Conversion Inspiration 3) Assis...
Campaign Summary
Last Visitor Details = Conversion Inspiration Get in the shoes of your VISITORS
Assist Campaign & Keyword Tracking
The  X -Factor…Call Tracking? What your web analytics won’t tell you! <ul><li>Web Site Conversion Rate vs. Call in CR </li...
Jamie Smith, CEO EngineReady.com  [email_address] 888 283-0882 QUESTIONS ?
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Analytics vendors and_package_impl-jamie_smith

  1. 1. Web Analytics Implementation & Strategy Jamie Smith, CEO Engine Ready
  2. 2. Agenda <ul><li>Web Analytics History & Overview </li></ul>2) Conversion Tracking vs. Web Analytics 3) Implementation & Advanced Strategies 4) The X -Factor…. What your analytics don’t tell you!
  3. 3. Web Analytic Vendors
  4. 4. Web Analytics Overview
  5. 5. KPI’s for setting Goals & Objectives (Key Performance Indicators)
  6. 6. Which user are you?
  7. 7. How Web Analytics Work
  8. 8. Log File 3 rd Party / ASP Analytics A simple view of how data is collected at a 3 rd party analytics server http://www.mysite.com http://www.3rdpartyanalytics.com Log File
  9. 9. PATTERNS Phase 1: Hits, referrers, visitors Phase 2: Unique vs. Returning visitors Phase 3: Conversion Tracking (CPA / ROAS) Phase 4: Visitor Segmentation, Path Analysis, etc
  10. 10. Top 6 Mistakes Installing Analytics 1) Version Control- Overwriting the tracking code 2) Not Setting up Conversions, Goals, Action Tracking 3) Not tagging every page and all NEW pages created 4) Each code snippet not having the right path to the .js file 5) Putting the code at the bottom of the page 6) Multiple accounts using the same .js and code snippet
  11. 11. Top 3 Mistakes Setting up Campaigns <ul><li>Not setting up clear and measurable goals for each initiative </li></ul><ul><li>Adding new campaigns, Ad Groups or Keywords w/out tracking strings (www.mysite.com/?s=gaw) </li></ul>3) URL formatting / Not testing destination URLs
  12. 12. Conversion Tracking vs. Web Analytics
  13. 13. Conversion Tracking vs. Web Analytics <ul><li>What is your conversion rate? </li></ul><ul><li>You need both to cross reference data </li></ul><ul><li>Conversion tracking only tells you half the story </li></ul>
  14. 14. Google AdWords Conversion Tracking What’s Missing? <ul><li>Usability & Landing Page Testing </li></ul><ul><li>Bounce Rate, Time on Site </li></ul><ul><li>Path Analysis, Exit Pages </li></ul><ul><li>Finding Negative Keywords </li></ul><ul><li>Assist Campaigns & Keywords </li></ul>
  15. 15. 4 Advanced Strategies <ul><li>1) Campaign Summary </li></ul>2) Path analysis = Usability = Conversion Inspiration 3) Assist Campaigns and Keywords 4) The X-Factor
  16. 16. Campaign Summary
  17. 17. Last Visitor Details = Conversion Inspiration Get in the shoes of your VISITORS
  18. 18. Assist Campaign & Keyword Tracking
  19. 19. The X -Factor…Call Tracking? What your web analytics won’t tell you! <ul><li>Web Site Conversion Rate vs. Call in CR </li></ul><ul><li>Which Campaigns are making my phone ring? </li></ul><ul><li>Which keywords are driving calls? </li></ul>Remember… Keyword CPA does NOT include calls
  20. 20. Jamie Smith, CEO EngineReady.com [email_address] 888 283-0882 QUESTIONS ?

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