Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager

Trackable Inbound Marketing

Presented by:

Jeff StolarcykE-mail Marketing Manager

Trackable Inbound Marketing

THE major benefit of online advertising is the ability to track data.

Hundreds of billions of Google searchesBillions of hours of YouTube video watched

Trackable Inbound Marketing

Using web analytics, site owners can see:

• Where their visitors live

• What operating system they use

• What they searched to arrive at their destination

And much, much more.

Trackable Inbound Marketing

BUT

Trackable Inbound Marketing

Analytics hits a wall once whenyour traffic leaves your domain.

You can see referring domains,but not always which events ledto clickthrough.

Trackable Inbound Marketing

This is especially common with social media and e-mail.

• Proliferation of apps and platforms• Incalculability of content reach• Can’t track specific calls to action

Trackable Inbound Marketing

SO

Trackable Inbound Marketing

How can you get reliable, actionable

traffic metrics from inbound links?

Trackable Inbound Marketing

Trackable Inbound Marketing

• Advanced Segments• UTM Tags• Annotations

Trackable Inbound Marketing

Advanced Segments

• Filter traffic from specific sources• Compare and contrast data• Isolate and drill down

Trackable Inbound Marketing

Advanced Segments

Trackable Inbound Marketing

Advanced Segments

Trackable Inbound Marketing

Advanced Segments

* you can alsoexclude data.

Trackable Inbound Marketing

• Advanced Segments • UTM Tags• Annotations

Trackable Inbound Marketing

UTM Tags

http://bootcamp.solidcactus.com/?utm_source=jeff&utm_medium=powerpoint&utm_content=slide16&utm_campaign=trackable

Trackable Inbound Marketing

UTM Tags

SOURCEMEDIUM

CAMPAIGN

Referrer (Twitter, Facebook)

Medium (e-mail, social)

Unique ID (promo, coupon)=

Trackable Inbound Marketing

UTM Tags

TERMCONTENT

Paid Keyword (PPC only)

Differentiate links=

Optional Tags

Trackable Inbound Marketing

UTM Tags

Compare & Contrast:• Sources• Content • Campaigns

Trackable Inbound Marketing

UTM Tags

Trackable Inbound Marketing

• Advanced Segments• UTM Tags• Annotations

Trackable Inbound Marketing

Annotations

Trackable Inbound Marketing

Annotations

Use Annotations to:• Observe trends• Mark anomalous behavior• Track high-value links or press mentions

Trackable Inbound Marketing

Social Measurement Tips

Link shorteners (bit.ly) and some social sites (Tumblr, Facebook) offer their own metrics.

Export your GA data to Excel and append it with this datafor more aggregate data at your disposal.

Trackable Inbound Marketing

Social Measurement Tips

• Use Content tags to A/B test variables such as message, time of day and more.

• Compare social sites against one another, against paid search or against e-mail.

Trackable Inbound Marketing

E-mail Measurement Tips

• Tag each link in an e-mail with unique content tags to see what part of each blast drives the most traffic or converts best.

• Use Visitor data to optimize your e-mail designs.

Trackable Inbound Marketing

Bonus Tip

Driving a lead generation campaign from social or e-mail?

In addition to tagging your inbound links, add this script to your download/signup link:

onclick="pageTracker._trackPageview('/name')

Create a goal from landing page to download with (/name)As the final step in the goal – track using your Social segment.

Trackable Inbound Marketing

Questions