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Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews: Email Marketing Metrics Paid Search Metrics Social Media / Media Metrics ...and more!
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presents
Marketing Analytics 101
SARAH HODGES@hodges
1 2 3 4 5
CustomWheels
Big Wheels
Training Wheels
Hipster Wheels
Two Wheels
campaign
You can’t manage it unless you measure it!
Don’t stop here!
Common Key Performance Indicators (KPIs)
• Total Users
• New Users
• Monthly Active Users (MAU)
• Daily Active Users (DAU)
• Retention Rate
• Revenue
WHAT IS YOUR GOAL?
Your Goal
Variable Variable Variable Variable
Emails Delivered
Unique Opens
Unique Clicks
Signups
Action Taken
Delivery Rate: # delivered / # sent
Open Rate: # unique opens / # delivered*
Conversion Rate: # unique Signups / # delivered
Click Through Rate: # unique clicks / # delivered
Activation Rate: # action taken / # signups
*Not an accurate measure of performance.
ImpressionsCost per Impression (CPI)
ClicksCost per Click (CPC)
ActionsCost per Action (CPA)
Brand Awareness
Media Hits
Twitter Reach
Partner Inquiries
Facebook Reach
“Kill things that don’t have an optimum CPA.” – Avinash Kaushik
THERE WAS A 50% M/M INCREASE IN UNIQUE VISITORS IN APRIL
(APRIL UNIQUE VISITORS – MARCH UNIQUE VISITORS) / MARCH UNIQUE VISITORS
(300,000 – 200,000) / 200,000 = + 50%
Value Parameter Description
Campaign utm_campaign Marketing campaign name
Source utm_sourceMarketing channelEmail, social media, etc.
Medium utm_mediumChannel categoryEmail list, facebook, twitter, etc.
Content utm_contentMost frequently used in CPC campaigns to note ad creative
Term utm_termMost often used in CPC campaigns to track search keyword
QUESTIONS?
READ MORE ABOUT MARKETING ANALYTICS
WWW.COUNTERPILLAR.COM
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