Mastering ROI with Google Analytics

David Vogelpohl

@davidvmc#asmeetup

Web Development &Online Marketing

Mobile Apps &Mobile Web

Nerd Alert!

Useful information ahead and a cheat sheet at the end

Universal formula

Value – Cost = ROI

E=MC2

Value = Sales

The traditional view of value

Value

What else drives value?

SalesSocial

Phone Calls

Website Chat

Contact Forms

Lead Forms Email Subscriptions

Clicking on Ads

Benefits of weighted goal values

Shed light on partially successful campaigns

Identify strategies that drive engagement

Track value your competitors are missing

Optimize engagement to sales funnels

Define your goals and weights

Goal ValueSale $150Social $2Phone Calls $20Website Chat $10Lead Forms $50Clicking on Ads $.50Contact Forms $5List Subscriptions $10

URL DestinationExamples: Contact Forms, Signup Processes, Lead Forms, Phone Calls, List Subscriptions. Must be a web page!

How to set it up:

1. Log into Google Analytics2. Click Admin3. Click “Goals” sub-tab4. Click “+ Goal”5. Select “URL Destination”6. Define your “Goal Value”

marketingclique.com/url-destinations

onclick / onsubmit Events

marketingclique.com/gan-events

Examples: Clicking on Ads, Contact/Lead/Signup/List Forms without “Thank You” pages, website chat, playing a video, etc.

How to set it up:

1. Insert the onclick/onsubmit event code in the HTML of your website

2. Log into Google Analytics3. Click Admin4. Click “Goals” sub-tab5. Click “+ Goal”6. Select “Event”7. Define “Goal Details”. Usually

“Category” & “Action” will do.8. Set your “Goal Value”.

Not sure of your “Goal Details”?Click Standard Reporting, Content, Events, Top Events to see a list of events which are tracking.

Tracking ResourcesExamples: Sources of traffic, keywords, specific ads, social linking, campaigns

How to set it up:

1. Go here marketingclique.com/gan-tracking

2. Use dashes in your tags instead of spaces

3. Generate the URL4. Use the URL to link your

creative to your website.

Custom Reports

marketingclique.com/gan-report

Evaluating Reports

(Goal Value – Cost) / Cost = eROI%

Resource Goal Value Cost eROI%

Google $25,000 $10,000 150%

Display Ads $6,500 $5,000 130%

Landing A $12,500

Landing B $11,500

What’s next?

Evaluate engagement to sales data

Make sure to track actual ROI!

Adjust your goal values

Consider custom event values based on sources of traffic

Sign up for Snap Engage

Sign up for ifbyphone

<$>event</$>

David Vogelpohl

@davidvmc

Web Development &Online Marketing

Mobile Apps &Mobile Web

“Optimizing WordPress for Speed and Conversions”David Vogelpohl, Chris Pearson, Nick ReeseAugust 12-14 New York, NY