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Tracking Data that Matters in Google Analytics

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Tracking Data that Matters in Google Analytics

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Dive into the deep end of the Google Analytics pool and learn about advanced tracking. We'll discuss setting up and using goals, ecommerce tracking, and custom dimensions.

Presented by Adam Smith, Director of IT at the Central Virginia AMA event on June 16, 2015.

Dive into the deep end of the Google Analytics pool and learn about advanced tracking. We'll discuss setting up and using goals, ecommerce tracking, and custom dimensions.

Presented by Adam Smith, Director of IT at the Central Virginia AMA event on June 16, 2015.

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Tracking Data that Matters in Google Analytics

  1. 1. @marketingmojo | marketing-mojo.com TRACKING DATA THAT MATTERS IN GOOGLE ANALYTICS Adam Smith Director of Technology Marketing Mojo June 16, 2015 http://www.marketing-­mojo.com/ama/
  2. 2. @marketingmojo | marketing-mojo.com DATA AWESOMESAUCE • Google Analytics › Tagging URLs › Goals › Custom Dimensions and Metrics › Ecommerce • Google Tag Manager
  3. 3. @marketingmojo | marketing-mojo.com WHAT IS GOOGLE ANALYTICS? • Web analytics software • Freemium • Popular • Easy to implement
  4. 4. @marketingmojo | marketing-mojo.com IMPLEMENTATION:CODE ALERT!!! <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.inser tBefore(a,m) })(window,document,'script','//www.google- analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-1','auto'); ga('send', 'pageview'); </script>
  5. 5. @marketingmojo | marketing-mojo.com WHAT DOES GOOGLE ANALYTICS TRACK? • User Behavior › Sessions › Page views › Entrance and exit pages
  6. 6. @marketingmojo | marketing-mojo.com WHAT DOES GOOGLE ANALYTICS TRACK? • User Information › Technology › Geography › Demographics
  7. 7. @marketingmojo | marketing-mojo.com TAGGINGURLS • Example: http://www.marketing- mojo.com/webinar/?utm_source=june-webinar- email&utm_medium=email&utm_campaign=webinar • Campaign information › Source › Medium › Name
  8. 8. @marketingmojo | marketing-mojo.com GOOGLE URL BUILDER • URL Builder: https://support.google.com/analytics/answer/1033867?hl =en
  9. 9. @marketingmojo | marketing-mojo.com GOALS • Measure specific actions that contribute to the success of your business. • CONVERSIONS!!! • Limits
  10. 10. @marketingmojo | marketing-mojo.com GOAL VALUE • Assign a $ amount to the conversion. • Example: › Your sales team can close 10% of users that sign up for a newsletter. › Your average transaction is $500. › Assign a goal value of $50 in Google Analytics!
  11. 11. @marketingmojo | marketing-mojo.com TYPES OF GOALS • Destination • Duration • Pages/Screens per session • Event
  12. 12. @marketingmojo | marketing-mojo.com DESTINATIONGOAL • URL • Types › Equals to /webinar-thanks/ › Begins with /lp/webinar-thanks.php › Regular Expression ^/webinar/.*.
  13. 13. @marketingmojo | marketing-mojo.com DURATION GOAL • User sessions that last a specified amount of time
  14. 14. @marketingmojo | marketing-mojo.com PAGES/SCREENS PER SESSION GOAL • A user views a specific number of pages.
  15. 15. @marketingmojo | marketing-mojo.com EVENTS GOAL • Magic!!! • Well, sort of. JavaScript!!! • _gaq.push([‘_trackEvent’,’Category’, ’Action’, ’Opt Label’, Opt Value, ’Opt non- interaction’])
  16. 16. @marketingmojo | marketing-mojo.com TYPES OF EVENTS GOALS • Click tracking • Form submissions • Lightbox/Popupconversions • Affiliate Ad clicks • Form errors • Map engagement • Video engagement • Article engagement • Widget interactions • Beer?
  17. 17. @marketingmojo | marketing-mojo.com SETTING UP GOALSIN GOOGLE ANALYTICS • Admin -> View -> Goals
  18. 18. @marketingmojo | marketing-mojo.com ECOMMERCE TRACKING • Track purchases along with quantity and revenue. • Is integrated into many third party shopping carts.
  19. 19. @marketingmojo | marketing-mojo.com WHAT YOU CAN LEARN FROM ECOMMERCE TRACKING • What is selling and why. • Revenue per transaction. • What path the user takes through your site before purchasing. • How long a user takes to purchase.
  20. 20. @marketingmojo | marketing-mojo.com • ga('require', 'ecommerce'); • ga('ecommerce:addTransaction', { 'id': '1234', // Transaction ID.Required. 'affiliation': ‘’WidgetsRUs', // Affiliation or storename. 'revenue': '11.99', // Grand Total. 'shipping': '5', // Shipping. 'tax': '1.29' // Tax. }); • ga('ecommerce:addItem', { 'id': '1234', // Transaction ID.Required. 'name': ’Super Widget', // Productname.Required. 'sku': 'DD23444', // SKU/code. 'category': ’Green Widgets', // Category or variation. 'price': '11.99', // Unit price. 'quantity': '1' // Quantity. }); • ga('ecommerce:send'); • ga('ecommerce:clear');
  21. 21. @marketingmojo | marketing-mojo.com CUSTOM DIMENSIONS AND METRICS • Super Magic!!! • Combine your data with Google Analytics data. • Limits
  22. 22. @marketingmojo | marketing-mojo.com CUSTOMDIMENSION EXAMPLES • Marketing automation data • Logged in vs. anonymous user • Author
  23. 23. @marketingmojo | marketing-mojo.com CUSTOMMETRIC EXAMPLES • Games • Interaction with shoppingcart
  24. 24. @marketingmojo | marketing-mojo.com GOOGLE TAG MANAGER • The Promise › Bypassing your IT department for fun and profit. › Easy to use for non-technicalfolks • The Reality
  25. 25. @marketingmojo | marketing-mojo.com CONTACT ADAM SMITH Director of Technology Marketing Mojo 434.975.6656 x119 asmith@marketing-mojo.com @schmack +AdamSmith13

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