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Big Guns of Austin Startup Week

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mclqe.co/biggunsatx

Advanced Google Analytics

by: David Vogelpohldavid@marketingclique.com

@davidvmc

David Vogelpohldavid@marketingclique.com

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