Carla Pendergraft

Google Analytics Course Info The Purchase Journey & Path to

Conversion Tracking Events in Google Analytics

Free Course offered by Google Video Based https://analyticsacademy.withgoogle.com/c

ourse 22 videos of 3-10 min. each. Takes 4-6 hours to complete There is a test!

This course is only an introduction and give you no credentials.

Additional courses are available if you want to obtain certification:Google Analytics Individual Qualification

(“GAIQ”)http://www.google.com/analytics/learn/

Ecommerce –sell products Content Publishing – show ads to visitors Brand – drive awareness and

engagement Lead generation – obtain contact info for

salespeople Informational sites – help people find

info

There is probably a typical path a visitor would take through your website if they are a serious buyer.

For a lawn care company, they might come to the home page, click on your Services page, then click on your PDF entitled “7 Tips to Choosing the Best Lawn Care Company.”

Then they might go to your pricing page, then fill out a quote request form.

So your goal is to get them to take that buyer path through your website, step by step.

The PDF download is an example of a micro-conversion.

It’s a step on the way toward becoming a buyer.

In comparison, a non-buyer might come to your home page and immediately leave.

That’s a “Bounce.” Or they might download your PDF

called, “Do It Yourself Lawn Care.”

You can learn a lot by studying the path visitors take through your site.

From the Dashboard, go to Audience – Visitor Flow

Let’s look at mine as an example.

Look at the page they exit from.Did they not find what they were looking

for?Should we put something more there?

I found many people were looking through my site and then exiting at the Pay page.

Pay page is for current customers who want to use a credit card to pay.

I surmised they were looking for Pricing, so I added a Pricing page.

Think about the buying process for your product

What can you give your customer to keep them in the buying process, yet move them forward?

Macro conversions – a product is sold Micro conversions – customer takes a

positive step forward, toward the goalThey download a PDF: “How to choose a

lawn care company”They click on a YouTube video: “7 Ways We

can Winterize Your Car”They click on an image that links to your

business’s Facebook profile

We can add some code to specific links on a website and then track the clicks on those links.

We can use an Event Code Generator to automatically generate the code

Then we put the code in the link itself (requires some HTML knowledge)

http://marketylink.com/event_code_generator_for_Google_analytics.php

CategoryPDFsVideosButtons

ActionClick_this_link, Download, Play_video

LabelAdditional info such as “orange button” or

“green button”. Optional.

Create a test page on your website Put a PDF, a YouTube video, and a photo

with a link to something else. Use the code generator to create an

individualized event tracking code for each of these items

Place the unique code on each link Now click on each link a few times Wait a day or two Look in your Google Analytics

Dashboard – Behavior - Events