Analy&cs & Analysis
Luke Schlegel & Dan Cardamone
Analy&cs & Analysis
Introduc&ons
Luke Schlegel Senior Account Manager [email protected]
Dan Cardamone Search Marke&ng Manager [email protected]
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Topics and Agenda
• Analy&cs Cycle • Measurement & Repor&ng • Analyze & Op&mize • Ques&ons
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Measure
Report
Analyze
Op&mize
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Measure
Report
Analyze
Op&mize
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Tracking Profitability (and the Drivers)
• There are mul&ple analy&cs op&ons to track your KPIs – Google Analy&cs (FREE) – Omniture SiteCatalyst – Webtrends – Yahoo Web Analy&cs – And many more…
• In our examples we use Google Analy&cs to demonstrate how to set up and report on various KPIs
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Google Analy&cs KPI Tracking
• Lead & Sign‐Up Forms – Sales leads, webinars, “Find a _______”
• E‐Commerce – Revenue, transac&ons, AOV
• On‐Clicks Events – Dynamic sites, downloads, videos
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Lead & Sign‐Up Forms
Situa&on • The main objec&ve of the website is to generate leads or sign‐ups through a form
Solu&on • Setup URL Des&na&on goals in Google Analy&cs, which will track the number of &mes a par&cular page has been reached
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Lead & Sign‐Up Forms
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URL Des&na&on Goal Setup
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Goals Report
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Calcula&on of Goal Values • Goal values assign value to an individual goal comple&on given the expected transac&on value and the probability of that transac&on
Expected Transac&on
Value*
Probability of transac&on** Goal Value
*Usually based on historical values **May involve mul&ple conversion rates (rate to appointment and rate to close)
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E‐Commerce
Situa&on • The main objec&ve of the website is to generate sales
Solu&on • Enable e‐commerce tracking in Google Analy&cs and add customized tracking code to the receipt page
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E‐Commerce Tracking in Google Analy&cs
Enabling – Easy as 1,2,3 1. Sign in and click Admin 2. Select the account, property and then the
profile you’d like to enable 3. Go to the Profile Sebngs page and select
“Yes, an E‐Commerce Site” in the E‐commerce Sebngs sec&on
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E‐Commerce Tracking in Google Analy&cs
• Customized tracking code implementa&on – Use Google provided code available at goo.gl/j3jBq
• Google code and site coordina&on – Dynamic parameters need to be filled in
• Server‐side include • CMS modules and plug‐ins • Simply hand‐coded into your HTML
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E‐Commerce Tracking with Google Analy&cs
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On‐Click Events
Situa&on • The main objec&ve of the website requires a click on a link (download, offsite shopping, video play, etc.) but the URL doesn’t change within the site and it is not e‐commerce
Solu&on • Create Virtual Page Views and/or Custom Events with Google Analy&cs that track the number of &mes a link is clicked on
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Virtual Page Views
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Virtual Page Views
Page URI can be whatever you’d like
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Virtual Page Views
Then you can simply create a Goal for the Virtual Page View
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Custom Events
• Google Analy&cs offers Custom Events as another method for tracking on‐click events
• But these events offer more dimensions: – Category: High‐level grouping of a type of event
• Examples: Videos, Downloads, Outbound Links – Ac&on: Within a category, what did the visitor do?
• Examples: Play, Pause, Skip, Download, Click – Label: Addi&onally differen&ate the event
• Ex: Health Payments PDF, OSHA Whitepapers – Value: A numerical value assigned to the event
• Ex: Dollars, Seconds, Points or anything you wish
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Custom Events
Link opens a modal window that doesn’t change the URL
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Custom Events
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Custom Events
You can also create a Goal using your Events
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Other Conversions
• Call tracking • Instant chat • Engagement metrics (visit dura&on, pages/visit)
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Measure
Report
Analyze
Op&mize
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Traffic Source Analysis
And where are they engaging with your brand? How do you akribute conversions when visitors touch more than one?
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Traffic Sources Report
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GA Mul&‐Channel Funnels • This new reports provide insight on the upstream ac&vity – Standard Google Analy&cs reports use a last‐click akribu&on model
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GA Social Media Repor&ng • Traffic Sources > Social – Pre‐filtered akribu&on report for social – Provides quicker insight to social value – Supports tracking of social plugins (Likes, Shares, etc.)
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Measure
Report
Analyze
Op&mize
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Analyzing the Data
• Focus on KPIs and Drivers while iden&fying tac&cs and ac&vi&es that can drive improvement – What are the successes? – What can we improve?
*This is why report formabng is cri&cal
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Google Analy&cs Dashboard
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Measure
Report
Analyze
Op&mize
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How to Make it Beker?
• Con&nuously work to iden&fy poten&al improvements – Are my calls to ac&on clear? – Are visitors finding the content or products that they desire?
– Can any channel be beker leveraged to drive more/beker traffic?
• Create regular tests to discover what might work beker – Have a hypothesis/objec&ve – Have a report that accurately measures the change – Learn even when you are “wrong”
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Tes&ng Examples • Ad Copy
• Light/Dark Market (Exposure to Media) – Useful in measuring offline ac&vity/shopper marke&ng
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Landing Page Test Example: A client wanted to implement a site feature which u&lized a auto‐played “host” talking about the product. Test: We set up an A/B test splibng traffic between a page with the new feature and the original page with it. Hypothesis: This will bother visitors and will lead to a higher bounce rate and lower conversion rate. Results: Client saw higher conversion and ROI in some markets with this feature enabled
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Measure
Report
Analyze
Op&mize
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Questions?
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Appendix
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URL Des&na&on Goal Match Types • Exact Match – The URL must match exactly what
you type in – Goal: /goal/ – Matches: /goal/
• Head match – The URL must match what you type in but can have addi&onal text anerward – Goal: /goal/ – Matches: /goal/ or /goal/anything/else.html or /goal?lots=of‐stuff
• Regular Expression match – You can use regular expressions to match any pakern (used for complex dynamic URL strings)
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GA Ecommerce Tracking Co
de Stock
Stock
New
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Ecommerce Tracking in Google Analy&cs 1. Create a transac&on object • Func&on: “_addTrans()” • Tracks: order ID, store name, total, tax, shipping,
city, state & country
2. Add items to the transac&on • Func&on: “_addItem() “ • Tracks: order ID, SKU, product name, category, unit
price & quan&ty
3. Submit the transac&on • Func&on: “trackTrans()” • Tracks: confirma&on of purchase