1.
One ROI Tracking Trick to
Rule Them All

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

6.
WE PRIDE OURSELVES ON AMAZING WORK

7.
WHETHER YOU WANT PUPPIES ADOPTED..

8.
OR PROFITS IN YOUR POCKETS

9.
WE GOT YOUR BACK

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

11.
Why tracking on the
internet sucks
1

12.
ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED

13.
GETTING TO THIS NUMBER USED BE SIMPLE

14.
NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS

15.
WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM

16.
HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS

17.
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

18.
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

19.
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

20.
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

21.
The one tracking trick
that rules all!
2

22.
ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . .
UTMs

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

25.
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
WHAT IS A UTM?

26.
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
WHAT IS A UTM?

27.
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
WHAT IS A UTM?

28.
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
WHAT IS A UTM?

29.
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:
Campaign Term: segmentation
WHAT IS A UTM?

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

34.
CAMPAIGN TERM
?utm_term=segmentation
This is also an optional part of a UTM, but allows you to easily
differentiate between different ad keywords.
EXAMPLES
Your Key Word

35.
TWEET OF THE DAY
If you are not measuring it, what
is the point in even doing it?
@NEILPATEL
@EffinAmazing #EffinWebinar

36.
USE OUR FREE CHROME EXTENSION
effinamazing.com/utm

37.
DON’T USE CHROME? USE OUR ONLINE BUILDER
bit.ly/buildutm

38.
Keep a log of all your UTMs
MAKE YOUR UTM WITH GSHEETS

39.
SHORTEN LINKS
Becomes
bit.ly/1ZPFwbh
This
http://effinamazing.com/?
utm_source=google&utm_medium=cpc&utm_campaign=product&utm_conte
nt=kissmetrics&utm_term=segmentation

40.
Examples to get you
started
2

41.
CONTENT MARKETING EXAMPLE

42.
RESEARCH + WRITING + PROMOTION = TIME

43.
I TRACKED MY TIME TO MAKE THIS WEBINAR

44.
I TRACKED MY TIME TO MAKE THIS WEBINAR

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

46.
FIND CAMPAIGN INFO IN GOOGLE ANALYTICS

47.
CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE

48.
TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT

49.
EMAIL MARKETING EXAMPLE

50.
WHAT UTMS WOULD I USE FOR EMAIL?

51.
UTM Example
http://taskrabbit.com/?
utm_source=campaignmonitor&
utm_medium=email&
utm_campaign=summer-savings&
utm_content=find-help
WHAT UTMS WOULD I USE FOR EMAIL?

52.
LOG INTO YOUR KISSMETRICS ACCOUNT
Track your UTMs in the funnel for deeper analysis

53.
UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS
They appear exactly the same and are case sensitive

54.
PAY PER CLICK EXAMPLE

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}

56.
TRACK ROI OF YOUR PAID ACQUISITION

57.
ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . .
UTMs

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?