This document discusses the importance of tracking and measuring website conversions in order to understand what is working best. It recommends tracking common metrics like website visits, conversions, traffic sources, and goals. Tracking this data allows businesses to calculate ROI, compare the effectiveness of different channels, and make decisions to improve conversions, such as determining that mobile users convert at lower rates and deciding to build a mobile site. The document advocates testing changes through A/B testing and using collected user data to continually optimize digital marketing efforts and prove success.

1. PAID
OWNED
EARNED
Tracking & Conversions: Finding What Works
Conrad O'Connell

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Pop
Quiz

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How many people
visited your website
last week?

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How many people
converted on your
website last week?

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What percentage of
your traffic is from
search engines?

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Can you answer this:
I know how much money
my online efforts
generate.

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Why?

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Why
Measure Success
Capture Goals
Calculate ROI

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Measuring Success
Did it work?
Where did it come from?
What’s working the best?

10. Example:
Organic visitor
conversion
Referral visitor
conversion
Tracking & Conversions

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Capture Goals
What’s my goal?
KPI
Where do I want to be?

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Example:

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Calculate ROI
Effective Channels
Lowering Marketing
Costs
How much is it worth?

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Calculate ROI

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Okay, fine.

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So what can I track?

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_gat Object Methods
_getTracker(account) deprecated
_createTracker(opt_account, opt_name)
_getTrackerByName(opt_name)
_anonymizeIp()
_gaq Object Methods
_createAsyncTracker(accountId, opt_name)
_getAsyncTracker(opt_name) deprecated
push(commandArray)
_addIgnoredOrganic(newIgnoredOrganicKeyword)
_addIgnoredRef(newIgnoredReferrer)
_addItem(transactionId, sku, name, category, price,
quantity)
_addOrganic(newOrganicEngine, newOrganicKeyword,
opt_prepend)
_addTrans(transactionId, affiliation, total, tax, shipping,
city, state, country)
_clearIgnoredOrganic()
_clearIgnoredRef()
_clearOrganic()
_cookiePathCopy(newPath)
_deleteCustomVar(index)
_getName()
_setAccount()
_getAccount()
_getClientInfo(1)
_linkByPost(formObject, useHash)
_setAllowAnchor(bool)
_setAllowHash(bool) deprecated
_setAllowLinker(bool)
_setCampContentKey(newCampContentKey)
_setCampMediumKey(newCampMedKey)
_setCampNameKey(newCampNameKey)
_setCampNOKey(newCampNOKey)
_setCampSourceKey(newCampSrcKey)
_setCampTermKey(newCampTermKey)
_setCampaignCookieTimeout(cookieTimeoutMillis)
_setCampaignTrack(bool)
_setClientInfo(bool)
_setCookiePath(newCookiePath)
_setCookiePersistence(milliseconds) deprecated
_setCookieTimeout(newDefaultTimeout) deprecated
_setCustomVar(index, name, value, opt_scope)
_setDetectFlash(bool)
_setDetectTitle(bool)
_setDomainName(newDomainName)
_setLocalGifPath(newLocalGifPath)
_setLocalRemoteServerMode()
_setLocalServerMode()
_setRemoteServerMode()
_setSampleRate(newRate)
_setSessionTimeout(newTimeout) deprecated
_setSiteSpeedSampleRate(sampleRate)
_setSessionCookieTimeout(cookieTimeoutMi
s)
_setVar(newVal) deprecated
_setVisitorCookieTimeout(cookieTimeoutMill
)
_trackEvent(category, action, opt_label,
opt_value, opt_noninteraction)
_trackPageLoadTime() deprecated
_trackPageview(opt_pageURL)
_trackSocial(network, socialAction, opt_targe
opt_pagePath)
_trackTiming(category, variable, time, opt_labe
opt_sampleRate)
_trackTrans()
_setReferrerOverride(newReferrerUrl)
_setRemoteServerMode()
_setSampleRate(newRate)
_getDetectFlash(1)
_getDetectTitle(1)
_getLinkerUrl(targetUrl, useHash)

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That’s it.

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Useful Tracking

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Common Trackable Items
Web Form Submissions
Filled out a contact form
Email Signups
E-Commerce
Where people click

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Other forms of
tracking and testing?

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A/B Testing
Changing elements
Find what works best
Validation of design

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A/B Testing

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A/B Testing
Increased click-through rates
144%

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A/B Testing
Adding better
feature lists
Easier to read
design

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Without tracking and
collecting data

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However, with
tracking and
collecting data

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Using that data

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Using data to make better decisions
Know what works!
Example:
Maybe your mobile
visitors convert worse

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Example:
Maybe your mobile
visitors convert worse

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9%
32%
59%
Desktop Mobile Tablet
12%
10%
78%
Desktop Mobile Tablet
Traffic Revenue

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Now you can make a
decision based on real
data

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“Let’s create a mobile
site”

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“Let’s create a mobile
site”
Mobile
conversion
double
Revenue
Increases
Over
$215,000

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“Let’s create a mobile
site”
“Absolutely”

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How it all works together
Social
Paid Traffic
Organic

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Direct + Organic 24%
Social + Organic 1%
Direct + Referral 7%
Multi-Channel
Conversions

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Pop Quiz Revisit
Testing & tracking help you make better decisions
Testing & tracking let you find what works best
Testing & tracking help you validate cost
Testing & tracking properly is proof of real digital
marketing success

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