My presentation from WordCamp Austin 2013. Are you building WordPress sites without measuring value from goals like phone calls, sales, leads and other conversion points? Stop flying blind and learn how to get amazing insights into your website!

1. Advanced Google Analytics for WordPress

2. Advanced Google
Analytics for WordPress
David Vogelpohl
david@marketingclique.com
by:

3. David Vogelpohl
david@marketingclique.com

4. My very first WordPress Post!

5. #WordCampAustin
@davidvmc

6. Why use Google Analytics?
1. See what visitors do
2. Measure value
3. Take action

7. “Normal”
Google Analytics

8. What am I supposed to do with this?

9. Seriously?!?! Context?

10. That’s Google
Analytics?!

11. Now we’re talking

12. What you’re going to
learn today

13. Use multiple conversion
metrics to track the
success of sources of
traffic landing pages
and sales funnels
Understand the value of your website

14. Measure value for
your advertising
and social media
campaigns
Drill down to learn more

15. Take action on the data you see
Use data to plan
and measure your
marketing &
design efforts

16. Step 1: Identify and
Value Your Goals

17. What are your goals?
Online Sales
Form Leads
Phone Leads
Online Chat
Social Sharing
Email Lists

18. What are goals worth?
CPA
Transaction Value
Don’t forget the back-end!

19. Step 2: Setting up
Goal Tracking

20. Destinations
A web page is loaded

21. Click/Submit Events
bit.ly/eventsdoc
Someone clicks on something

22. <input id=”contact-submit”
class=”button” type=”submit”
value=”Submit”
onClick="_gaq.push(['_trackEvent', 'Conta
ct', 'Lead', 'Sidebar', 100, false]);">
Event Code Example (form)
Category Action Label Value Non-Interaction

23. Try these plugins for
event tracking
Event Cheat Sheet
bit.ly/analyticator
bit.ly/trackeverything

24. bit.ly/eventhack

25. Click / Submit Goals
JS Forms
Ad Clicks
Social Media Clicks
Event Value or Avg.

26. Phone Call Tracking
Ask your provider
Use number algos
Be warned of local SEO
Check out ifByPhone
ifbyphone.com

27. Online Chat Tracking
snapengage.com
Event based
Use bit.ly/eventhack
Check out SnapEngage

28. Ecommerce Tracking
Track every cent earned
Product IDs
Categories
Shipping
& More!
bit.ly/trackecommerce

29. Ecommerce Code Example

30. Many quality ecommerce themes
and plugins will support native
ecommerce tracking
If yours doesn’t, try “Google
Analytics for WordPress” by Yoast
bit.ly/yoastanalytics
Ecommerce Cheat Sheet

31. Step 3: Tag your links

32. UTM Links
Tag anything you
post with tracking
variables
Watch out for SEO!
bit.ly/utmurls

33. 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!

34. Step 4: Write Custom
Reports

35. slideshare.net/dvogelpohl
@davidvmc
You’re going to need the screen shots!

36. How to Create Custom Reports

37. Source Report Example

38. Source Report
See what
sources of traffic
drive value

39. Lead Report Example

40. Lead Report
Find B2B leads
that aren’t
contacting you

41. Brand Report Example

42. Brand Report
See the
popularity of
your brand over
time

43. Landing Page Report Example
Use for A/B tests too!

44. Landing Page Report
See which
landing pages
are creating the
most value

45. Don’t forget to annotate!

46. David Vogelpohl
david@marketingclique.com

47. David Vogelpohl
david@marketingclique.com
@davidvmc
Questions?