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Slide deck from David Vogelpohl's presentation at the AUSOME meetup in Austin, TX on 10/2/2013. Learn how to track value and run amazing custom reports using Google Analytics.
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Info packed meetups from Austin's best in online marketing
Special Thanks!
facebook.com/groups/beausome/
#beAusome
Check in & upload photos
Food & BeerSponsored by
Big Guns of Austin Startup Week
1. Guns provided2. Show, shoot network3. Pay at event4. Shoot for as little as $30
mclqe.co/biggunsatx
David [email protected]
Why use Google Analytics?
1. See what visitors do2. Measure value3. Take action
“Normal”Google Analytics
What am I supposed to do with this?
Seriously?!?! Context?
That’s Google Analytics?!
Now we’re talking
What you’re going to learn today
Use multiple conversion metrics to track the
success of sources of traffic landing pages
and sales funnels
Understand the value of your website
Measure value for your advertising and social media
campaigns
Drill down to learn more
Take action on the data you see
Use data to plan and measure your
marketing & design efforts
Step 1: Identify and Value Your Goals
What are your goals?
Online SalesForm Leads
Phone LeadsOnline Chat
Social SharingEmail Lists
What are goals worth?
CPATransaction Value
Don’t forget the back-end!
Step 2: Setting up Goal Tracking
DestinationsA web page is loaded
Click/Submit Events
mclqe.co/eventsdoc
Someone clicks on something
<input id=”contact-submit” class=”button” type=”submit” value=”Submit” onClick="_gaq.push(['_trackEvent', 'Contact', 'Lead', 'Sidebar', 100, false]);">
Event Code Example (form)
Category Action Label Value Non-Interaction
Try these plugins for event tracking
Event Cheat Sheet
wordpress.org/plugins/google-analyticator
mclqe.co/trackeverything
mclqe.co/eventhack
Click / Submit Goals
JS FormsAd Clicks
Social Media ClicksEvent Value or Avg.
Phone Call Tracking
Ask your providerUse number algos
Be warned of local SEOCheck out ifByPhone
ifbyphone.com
Online Chat Tracking
snapengage.com
Event basedUse bit.ly/eventhackCheck out SnapEngage
Ecommerce Tracking
Track every cent earnedProduct IDsCategoriesShipping& More!
mclqe.co/trackecommerce
Ecommerce Code Example
Many quality ecommerce themes and plugins will support native
ecommerce tracking
If yours doesn’t, try “Google Analytics for WordPress” by Yoast
mclqe.co/yoastanalytics
Ecommerce Cheat Sheet
Step 3: Tag your links
UTM Links
Tag anything you post with tracking
variables
Watch out for SEO!
mclqe.co/utmurls
marketingclique.com/?utm_source=Facebook
&utm_medium=MC-Page&utm_term=05-06-2013
&utm_content=Speaking-Announcement&utm_campaign=WordCamp
UTM Breakdown
Use a URL Shortener When Posting!
Step 4: Write Custom Reports
How to Create Custom Reports
Source Report Example
Source Report
See what sources of traffic
drive value
mclqe.co/sourcereport
Lead Report Example
Lead Report
Find B2B leads that aren’t
contacting you
mclqe.co/leadsreport
Brand Report Example
Brand Report
See the popularity of
your brand over time
mclqe.co/brandreport
Landing Page Report Example
Use for A/B tests too!
Landing Page Report
See which landing pages
are creating the most value
mclqe.co/landingreport
Don’t forget to annotate!
Questions?
Big Guns of Austin Startup Week
1. Guns provided2. Show, shoot network3. Pay at event4. Shoot for as little as $30
mclqe.co/biggunsatx
