Being a marketer is a fun and rewarding job, but it can also stink when you have to prove your ROI. With so many channels and different tactics, there is not always a simple way to prove something drove revenue in the right direction. In this webinar with Dan McGaw, CEO of Effin Amazing, we will take a look at how this one trick has helped him prove ROI from every campaign he works on.
In this webinar you'll learn:
How to set yourself up for success in tracking ROI
What tools will enable you to track everything
What this one trick can do for you and how to implement it quickly
How to show ROI for the campaign you just ran, and back it up with data
2. PREVIOUSLY
VP of Growth at CodeSchool.
Increased revenue 400% and users by
1000% in 18 months.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing
3. PREVIOUSLY
Head of Marketing at KissMetrics.
Helped increase leads 330% in 90 days and
traffic by 50% in 5 months.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing
4. NOW
As a consultant I have helped over 12,000
animals get adopted into a new home in one
year.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing
5. NOW
As CMO of Effin Amazing, I have helped
dozens of brands learn how to measure,
optimize and grow their business.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing
10. 1 Why tracking ROI on the internet sucks
What is the secret tracking rule
How do I break it down into tracking I can understand
Where can I make these tricks
2 The one tracking trick to rule them all
3 Examples to get you started
ONE ROI TRACKING TRICK TO RULE THEM ALL
How to track the ROI of content marketing and the promotion of it
How to track the ROI of email
Understanding your Lifetime Value and its impact on ROI
23. WHAT IS A UTM?
DEFINITION
A UTM (Urchin Tracking Module) is a group of tags appended to the
end of a URL. When these tags are appended, it allows you track the
specifics of your source.
EXAMPLE
http://effinamazing.com/?
utm_source=google&utm_medium=cpc&utm_campaign=product&utm_
content=kissmetrics&utm_term=segmentation
24. WHAT IS A UTM?
EXAMPLE
http://effinamazing.com/?
utm_source=google&utm_medium=cpc&utm_campaign=product&utm_
content=kissmetrics&utm_term=segmentation
LET’S BREAK IT DOWN
Website URL: http://
effinamazing.com
Campaign Source: google
Campaign Medium: cpc
Campaign Name: product
Campaign Content: kissmetrics
Campaign Term: segmentation
30. CAMPAIGN SOURCE
?utm_source=google
This is the referrer of the traffic to your page. This is normally the
website, platform or tool you posted your link on.
EXAMPLES
Google
Facebook
Twitter
Mailchimp
Outbrain
Reddit
31. CAMPAIGN MEDIUM
?utm_medium=cpc
This is the marketing medium that referred the traffic. Unlike the source,
it tracks the type of traffic.
EXAMPLES
cpc
banner-ad
email
post
tweet
article-link
32. CAMPAIGN NAME
?utm_campaign=product
This acts as the identifier for a specific campaign, product or offering
that you’re driving traffic to.
EXAMPLES
spring-sale
social10152015
product
your promo code (25off)
33. CAMPAIGN CONTENT
?utm_content=kissmetrics
This is an optional part of a UTM, but allows you to easily differentiate
between ads on the same channel. Good for A/B testing ad copy.
EXAMPLES
content-a
content-b
Optional
45. IT ALL COMES BACK TO USING UTMS ON ALL OF IT!
http://effinamazing.com/?
utm_source=kissmetrics&
utm_medium=webinar&
utm_campaign=utm-tool&
utm_content=roi-and-utm
55. USE THE ADWORDS DYNAMIC UTM VARIABLES
UTM Example
http://gnc.com/?
utm_source=adwords&
utm_medium=ppc&
utm_campaign=summer-savings&
utm_term={keyword}
58. Wouldn’t it be great to get our
personalized opinion of
exactly what to do to help
your unique situation?
?
59. GOOGLE ANALYTICS AUDIT
Don’t trust your data? Neither did Wistia
before they started working with us. Start
believing the numbers are true by getting
started today.
WORK WITH US
60. SaaS ANALYTICS AUDIT & STRATEGY
You need to be able to believe in your data to
make good decisions. Your product,
marketing and sales team depend on it.
WORK WITH US
61. CONVERSION OPTIMIZATION AUDIT
Don't waste your time sending traffic to your
site if it is not going to convert. Make sure
your efforts aren’t going to waste!
WORK WITH US
62. MARKETING AUTOMATION AUDIT
Automation is the secret killer that you are
missing out on. Let our team write you an
automation strategy to crush your
competition.
WORK WITH US
63. DAN MCGAW
Founder and CEO, Effin Amazing
@DanielMcgaw
dan@effinamazing.com
Questions?