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Custom Event Strategies for the
Analytics Pioneer
How to See the Insights Trees for the Data Forest
Josh Braaten
Rasmussen College
Associate Director of Inbound Marketing




New York | March 25–28                              #SESNY
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Josh Braaten:
ContentScientists.com/about
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Not Everything is Tracked Right Out-of-the-Box
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Enter, the Analytics Pioneer!
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Without Analytics Planning and Custom Events
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Some Things That Should Not Have Been Forgotten…
@JLBraaten   New York| March 25–28, 2013 | #SESNY




                        …Were Lost.
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Kick Back and Get Ready…
@JLBraaten   New York| March 25–28, 2013 | #SESNY




…to See the Insights Trees
      for the Data Forest
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Ready to Become an Analytics Pioneer?
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Analytics Pioneer’s Guide to Custom Events:

• Always Start with KPI Planning
• Avoid Custom Event Mistakes
• Be Disciplined About Tagging Events
• Use Events With Other KPI to Tell the Story
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Finding Your Path by Finding KPIs
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs)




   Acquisition     Engagement                   Outcomes
 • Who saw it?    • What did                 • Did they take
                    they do?                   action?
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition

Acquisition KPIs:

   • # and % of visitors interested in tuition

   • % of visitors who use tuition estimator

   • % of visitors who view tuition pages
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition

Engagement KPIs:

  • Price interest by program of study

  • Price interest by geography

  • Price interest by degree level
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition

Outcome KPIs:

  • CR% for tuition calculator users vs. rest of site

  • CR% for tuition page viewers vs. rest of site

  • Task completion rate for people looking for tuition
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info



        Almost everything we need isn’t tracked.
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Slide Header Here


                          Two Trees Do Not a
                                Forest Make
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Events Mistakes to Avoid
@JLBraaten   New York| March 25–28, 2013 | #SESNY




 Mistake #1: Not
Stocking Up on the
   Right Events
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree program
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info



  Custom events can track most of what we need.
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Mistake #2: Veering From the Path
@JLBraaten   New York| March 25–28, 2013 | #SESNY



There’s No Replacing a Good Event With More Data
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Mistake #3: Being Fooled
by Look-Alike Metrics
@JLBraaten   New York| March 25–28, 2013 | #SESNY



These Metrics Can’t Do What Events Can Do
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Key Performance Indicators (KPIs) for Tuition
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info



    When you need an event, you need an event.
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Forging a Path by Tagging Events
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Anatomy of a Google Analytics Event


GA event method             Record unique user               Attribute optional
                            behaviors and acts               integer values



_gaq.push(['_trackEvent', 'Category', 'Action', 'Label', Value, interaction]);




Organize different types Associate dynamic or               Determine if your
of custom events         static values with events          event affects bounces
@JLBraaten   New York| March 25–28, 2013 | #SESNY



http://rasmussen.co/gaeventplanner
@JLBraaten   New York| March 25–28, 2013 | #SESNY



  I Think It Works?

="_gaq.push(['_trackEvent', '"&B4&"',
'"&B5&"', '"&B6&"'"&if(isblank(B7),"", ",
'"&B7&"'")&if(isblank(B7),if(B8="Yes“
,", , true", ""),if(B8="Yes",", true", ""))&"]);"
@JLBraaten   New York| March 25–28, 2013 | #SESNY
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Events Can Trigger Goals, Too
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Now We’re
Cooking…
@JLBraaten   New York| March 25–28, 2013 | #SESNY



 Tracking Click-Based Downloads
  Category    research-guides
  Action         download        _gaq.push(['_trackEvent', 'research-
                                   guides', 'download', 'compare-
  Label      compare-rasmussen              rasmussen']);
  Value              -
  Non-Int?           -




Example:
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Gated Downloads
Category   research-guides
Action        download          _gaq.push(['_trackEvent', 'research-
                              guides', 'download', 'business-careers']);
Label      business-careers
Value             -
Non-Int?          -
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Affiliate Links
Category   Outgoing Links
Action          Ads         _gaq.push(['_trackEvent', 'Outgoing Links',
                                     'Ads', 'Blog Sidebar']);
Label       Blog Sidebar
Value            -
Non-Int?         -
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Form Errors
Category      errors
Action     email-address   _gaq.push(['_trackEvent', 'errors', 'email-
                               address', ‘valid email|ignition']);
Label      [rule][value]
Value            -
Non-Int?         -




                                                  Credit:
                                                  Adam Singer
                                                  http:rasmussen.
                                                  co/tfbevents
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Embedded Map Engagement
Category      maps
Action      directions    _gaq.push(['_trackEvent', 'maps',
                            'directions', 'bloomington']);
Label      bloomington
Value           -
Non-Int?        -
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Video Activity
Category          Video
Action            Play           _gaq.push(['_trackEvent', 'Video', 'Play',
                                    'How Do You Become a Nurse']);
Label      How Do You Become a
                  Nurse
Value               -
Non-Int?            -



                                                Credit:
                                                http:wistia.com/doc
                                                /google-analytics
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Don’t Forget About Other Analytics Sources
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Organic Keyword Rankings
Category   rank-tracker
Action      keyword       _gaq.push(['_trackEvent', 'rank-tracker',
                                 'keyword', 'url', 4, true]);
Label        [page]
Value         [rank]
Non-Int?      True




                                          Credit:
                                          AJ Kohn
                                          http://rasmussen.co
                                          /kohnevents
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking Conversion Rate Optimization Variations
Category         vwo
Action           visit    _gaq.push(['_trackEvent', 'vwo', 'visit', 'hp-
                                       007-a', , true]);
Label          hp-007-a
Value              -      _gaq.push(['_trackEvent', 'vwo', 'visit', 'hp-
                                       007-b', , true]);
Non-Int?         true




        Variation A                         Variation B
@JLBraaten   New York| March 25–28, 2013 | #SESNY



     Tracking Article Engagement
      Category                  reading
      Action                  article-load   _gaq.push(['_trackEvent', 'reading', 'article-
                                                      load', 'url', 100, true]);
      Label                          url
      Value                          100
      Non-Int?                       true


  _gaq.push(['_trackEvent',
'reading', 'start-reading', 'url',
              50]);
                                                                    Credit:
                                                                    Justin Cutroni
                                                                    http://rasmussen.
                                                                    co/cutronievents

                                                                      _gaq.push(['_trackEvent',
   _gaq.push(['_trackEvent',                                        'reading', 'page-bottom', 'url',
'reading', 'content-bottom', 'url',                                               10]);
               25]);
@JLBraaten      New York| March 25–28, 2013 | #SESNY



But What About Our Tuition Estimator?
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Tracking a Tuition Estimator
Category     tution-estimator
Action        calculate-tuition     _gaq.push(['_trackEvent', 'tuition-
                                       estimator', 'calculate-tuition',
Label      [zip]|[school]|[progra     '55116|bu|mark|ba|0|0', 110]);
           m]|[credential]|[grant
                 s]|[partner]
Value             [credits]
Non-Int?              -
@JLBraaten   New York| March 25–28, 2013 | #SESNY




You’re Not Out of the Woods Yet
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Custom Events Can’t Track Everything
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Sometimes You Need Qualitative Data Too
@JLBraaten      New York| March 25–28, 2013 | #SESNY



Now We Have Everything We Need
• Acquisition KPIs:
     • # and % of visitors interested in tuition
     • % of visitors who use tuition estimator
     • % of visitors who view tuition pages
• Engagement KPIs:
     • Price interest by program of study
     • Price interest by geography
     • Price interest by degree level
• Outcome KPIs:
     • Conversion rate for tuition calculator users vs. rest of site
     • Conversion rate for tuition page viewers vs. rest of site
     • Task completion rate for people looking for tuition info
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Telling the Story
@JLBraaten   New York| March 25–28, 2013 | #SESNY



People Care About Price…




        …But They Care More About the Outcome
@JLBraaten     New York| March 25–28, 2013 | #SESNY


           Price Interest by School of Study

School 1                                                                 8.1%



School 2                                                          6.9%



School 3                                                   6.3%



School 4                                                  6.1%



School 5                                           5.6%



School 6                                        5.2%



School 7                          3.9%
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Most Segments Improved in Task Completion




           …But Website Segment D is a Big Deal
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Another Forest for Another Day
@JLBraaten   New York| March 25–28, 2013 | #SESNY



Analytics Pioneer’s Takeaways

• Always Start with KPI Planning
• Avoid Custom Event Mistakes
• Be Disciplined About Tagging Events
• Use Events With Other KPI to Tell the Story
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Thank You
@JLBraaten   New York| March 25–28, 2013 | #SESNY




Josh Braaten:
ContentScientists.com/about

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Custom Event Strategies for the Web Analytics Pioneer

  • 1. Custom Event Strategies for the Analytics Pioneer How to See the Insights Trees for the Data Forest Josh Braaten Rasmussen College Associate Director of Inbound Marketing New York | March 25–28 #SESNY
  • 2. @JLBraaten New York| March 25–28, 2013 | #SESNY Josh Braaten: ContentScientists.com/about
  • 3. @JLBraaten New York| March 25–28, 2013 | #SESNY Not Everything is Tracked Right Out-of-the-Box
  • 4. @JLBraaten New York| March 25–28, 2013 | #SESNY Enter, the Analytics Pioneer!
  • 5. @JLBraaten New York| March 25–28, 2013 | #SESNY Without Analytics Planning and Custom Events
  • 6. @JLBraaten New York| March 25–28, 2013 | #SESNY Some Things That Should Not Have Been Forgotten…
  • 7. @JLBraaten New York| March 25–28, 2013 | #SESNY …Were Lost.
  • 8. @JLBraaten New York| March 25–28, 2013 | #SESNY Kick Back and Get Ready…
  • 9. @JLBraaten New York| March 25–28, 2013 | #SESNY …to See the Insights Trees for the Data Forest
  • 10. @JLBraaten New York| March 25–28, 2013 | #SESNY Ready to Become an Analytics Pioneer?
  • 11. @JLBraaten New York| March 25–28, 2013 | #SESNY Analytics Pioneer’s Guide to Custom Events: • Always Start with KPI Planning • Avoid Custom Event Mistakes • Be Disciplined About Tagging Events • Use Events With Other KPI to Tell the Story
  • 12. @JLBraaten New York| March 25–28, 2013 | #SESNY Finding Your Path by Finding KPIs
  • 13. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) Acquisition Engagement Outcomes • Who saw it? • What did • Did they take they do? action?
  • 14. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages
  • 15. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level
  • 16. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition Outcome KPIs: • CR% for tuition calculator users vs. rest of site • CR% for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition
  • 17. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  • 18. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info Almost everything we need isn’t tracked.
  • 19. @JLBraaten New York| March 25–28, 2013 | #SESNY Slide Header Here Two Trees Do Not a Forest Make
  • 20. @JLBraaten New York| March 25–28, 2013 | #SESNY Events Mistakes to Avoid
  • 21. @JLBraaten New York| March 25–28, 2013 | #SESNY Mistake #1: Not Stocking Up on the Right Events
  • 22. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree program • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  • 23. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info Custom events can track most of what we need.
  • 24. @JLBraaten New York| March 25–28, 2013 | #SESNY Mistake #2: Veering From the Path
  • 25. @JLBraaten New York| March 25–28, 2013 | #SESNY There’s No Replacing a Good Event With More Data
  • 26. @JLBraaten New York| March 25–28, 2013 | #SESNY Mistake #3: Being Fooled by Look-Alike Metrics
  • 27. @JLBraaten New York| March 25–28, 2013 | #SESNY These Metrics Can’t Do What Events Can Do
  • 28. @JLBraaten New York| March 25–28, 2013 | #SESNY Key Performance Indicators (KPIs) for Tuition • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info When you need an event, you need an event.
  • 29. @JLBraaten New York| March 25–28, 2013 | #SESNY Forging a Path by Tagging Events
  • 30. @JLBraaten New York| March 25–28, 2013 | #SESNY Anatomy of a Google Analytics Event GA event method Record unique user Attribute optional behaviors and acts integer values _gaq.push(['_trackEvent', 'Category', 'Action', 'Label', Value, interaction]); Organize different types Associate dynamic or Determine if your of custom events static values with events event affects bounces
  • 31. @JLBraaten New York| March 25–28, 2013 | #SESNY http://rasmussen.co/gaeventplanner
  • 32. @JLBraaten New York| March 25–28, 2013 | #SESNY I Think It Works? ="_gaq.push(['_trackEvent', '"&B4&"', '"&B5&"', '"&B6&"'"&if(isblank(B7),"", ", '"&B7&"'")&if(isblank(B7),if(B8="Yes“ ,", , true", ""),if(B8="Yes",", true", ""))&"]);"
  • 33. @JLBraaten New York| March 25–28, 2013 | #SESNY
  • 34. @JLBraaten New York| March 25–28, 2013 | #SESNY Events Can Trigger Goals, Too
  • 35. @JLBraaten New York| March 25–28, 2013 | #SESNY Now We’re Cooking…
  • 36. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Click-Based Downloads Category research-guides Action download _gaq.push(['_trackEvent', 'research- guides', 'download', 'compare- Label compare-rasmussen rasmussen']); Value - Non-Int? - Example:
  • 37. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Gated Downloads Category research-guides Action download _gaq.push(['_trackEvent', 'research- guides', 'download', 'business-careers']); Label business-careers Value - Non-Int? -
  • 38. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Affiliate Links Category Outgoing Links Action Ads _gaq.push(['_trackEvent', 'Outgoing Links', 'Ads', 'Blog Sidebar']); Label Blog Sidebar Value - Non-Int? -
  • 39. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Form Errors Category errors Action email-address _gaq.push(['_trackEvent', 'errors', 'email- address', ‘valid email|ignition']); Label [rule][value] Value - Non-Int? - Credit: Adam Singer http:rasmussen. co/tfbevents
  • 40. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Embedded Map Engagement Category maps Action directions _gaq.push(['_trackEvent', 'maps', 'directions', 'bloomington']); Label bloomington Value - Non-Int? -
  • 41. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Video Activity Category Video Action Play _gaq.push(['_trackEvent', 'Video', 'Play', 'How Do You Become a Nurse']); Label How Do You Become a Nurse Value - Non-Int? - Credit: http:wistia.com/doc /google-analytics
  • 42. @JLBraaten New York| March 25–28, 2013 | #SESNY Don’t Forget About Other Analytics Sources
  • 43. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Organic Keyword Rankings Category rank-tracker Action keyword _gaq.push(['_trackEvent', 'rank-tracker', 'keyword', 'url', 4, true]); Label [page] Value [rank] Non-Int? True Credit: AJ Kohn http://rasmussen.co /kohnevents
  • 44. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Conversion Rate Optimization Variations Category vwo Action visit _gaq.push(['_trackEvent', 'vwo', 'visit', 'hp- 007-a', , true]); Label hp-007-a Value - _gaq.push(['_trackEvent', 'vwo', 'visit', 'hp- 007-b', , true]); Non-Int? true Variation A Variation B
  • 45. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking Article Engagement Category reading Action article-load _gaq.push(['_trackEvent', 'reading', 'article- load', 'url', 100, true]); Label url Value 100 Non-Int? true _gaq.push(['_trackEvent', 'reading', 'start-reading', 'url', 50]); Credit: Justin Cutroni http://rasmussen. co/cutronievents _gaq.push(['_trackEvent', _gaq.push(['_trackEvent', 'reading', 'page-bottom', 'url', 'reading', 'content-bottom', 'url', 10]); 25]);
  • 46. @JLBraaten New York| March 25–28, 2013 | #SESNY But What About Our Tuition Estimator? • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  • 47. @JLBraaten New York| March 25–28, 2013 | #SESNY Tracking a Tuition Estimator Category tution-estimator Action calculate-tuition _gaq.push(['_trackEvent', 'tuition- estimator', 'calculate-tuition', Label [zip]|[school]|[progra '55116|bu|mark|ba|0|0', 110]); m]|[credential]|[grant s]|[partner] Value [credits] Non-Int? -
  • 48. @JLBraaten New York| March 25–28, 2013 | #SESNY You’re Not Out of the Woods Yet
  • 49. @JLBraaten New York| March 25–28, 2013 | #SESNY Custom Events Can’t Track Everything • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  • 50. @JLBraaten New York| March 25–28, 2013 | #SESNY Sometimes You Need Qualitative Data Too
  • 51. @JLBraaten New York| March 25–28, 2013 | #SESNY Now We Have Everything We Need • Acquisition KPIs: • # and % of visitors interested in tuition • % of visitors who use tuition estimator • % of visitors who view tuition pages • Engagement KPIs: • Price interest by program of study • Price interest by geography • Price interest by degree level • Outcome KPIs: • Conversion rate for tuition calculator users vs. rest of site • Conversion rate for tuition page viewers vs. rest of site • Task completion rate for people looking for tuition info
  • 52. @JLBraaten New York| March 25–28, 2013 | #SESNY Telling the Story
  • 53. @JLBraaten New York| March 25–28, 2013 | #SESNY People Care About Price… …But They Care More About the Outcome
  • 54. @JLBraaten New York| March 25–28, 2013 | #SESNY Price Interest by School of Study School 1 8.1% School 2 6.9% School 3 6.3% School 4 6.1% School 5 5.6% School 6 5.2% School 7 3.9%
  • 55. @JLBraaten New York| March 25–28, 2013 | #SESNY Most Segments Improved in Task Completion …But Website Segment D is a Big Deal
  • 56. @JLBraaten New York| March 25–28, 2013 | #SESNY Another Forest for Another Day
  • 57. @JLBraaten New York| March 25–28, 2013 | #SESNY Analytics Pioneer’s Takeaways • Always Start with KPI Planning • Avoid Custom Event Mistakes • Be Disciplined About Tagging Events • Use Events With Other KPI to Tell the Story
  • 58. @JLBraaten New York| March 25–28, 2013 | #SESNY Thank You
  • 59. @JLBraaten New York| March 25–28, 2013 | #SESNY Josh Braaten: ContentScientists.com/about