Presentation on the basics of tracking, conversions and justifying spend through data analysis. Presented by Conrad O'Connell on behalf of Interactivity Digital at IDMYR, a local one day event.

1. PAID
OWNED
EARNED
Tracking & Conversions: Finding What Works
Conrad O'Connell
Saturday, September 21, 13

2. Tracking & Conversions
Pop
Quiz
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3. Tracking & Conversions
How many people
visited your website
last week?
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4. Tracking & Conversions
How many people
converted on your
website last week?
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5. Tracking & Conversions
What percentage of
your traffic is from
search engines?
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6. Tracking & Conversions
Can you answer this:
I know how much money
my online efforts
generate.
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7. Tracking & Conversions
Why?
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8. Tracking & Conversions
Why
Measure Success
Capture Goals
Calculate ROI
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9. Tracking & Conversions
Measuring Success
Did it work?
Where did it come from?
What’s working the best?
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10. Example:
Organic visitor
conversion
Referral visitor
conversion
Tracking & Conversions
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11. Tracking & Conversions
Capture Goals
What’s my goal?
KPI
Where do I want to be?
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12. Tracking & Conversions
Example:
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13. Tracking & Conversions
Calculate ROI
Effective Channels
Lowering Marketing
Costs
How much is it worth?
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14. Tracking & Conversions
Calculate ROI
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15. Tracking & Conversions
Okay, fine.
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16. Tracking & Conversions
So what can I track?
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17. Tracking & Conversions
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18. Tracking & Conversions
_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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19. Tracking & Conversions
That’s it.
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20. Tracking & Conversions
Useful Tracking
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21. Tracking & Conversions
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22. Tracking & Conversions
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23. Tracking & Conversions
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24. Tracking & Conversions
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25. Tracking & Conversions
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26. Tracking & Conversions
Common Trackable Items
Web Form Submissions
Filled out a contact form
Email Signups
E-Commerce
Where people click
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27. Tracking & Conversions
Other forms of
tracking and testing?
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28. Tracking & Conversions
A/B Testing
Changing elements
Find what works best
Validation of design
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29. Tracking & Conversions
A/B Testing
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30. Tracking & Conversions
A/B Testing
Increased click-through rates
144%
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31. Tracking & Conversions
A/B Testing
Adding better
feature lists
Easier to read
design
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32. Tracking & Conversions
Without tracking and
collecting data
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33. Tracking & Conversions
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34. Tracking & Conversions
However, with
tracking and
collecting data
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35. Tracking & Conversions
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36. Tracking & Conversions
Using that data
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37. Tracking & Conversions
Using data to make better decisions
Know what works!
Example:
Maybe your mobile
visitors convert worse
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38. Tracking & Conversions
Example:
Maybe your mobile
visitors convert worse
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39. Tracking & Conversions
9%
32%
59%
Desktop Mobile Tablet
12%
10%
78%
Desktop Mobile Tablet
Traffic Revenue
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40. Tracking & Conversions
Now you can make a
decision based on real
data
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41. Tracking & Conversions
“Let’s create a mobile
site”
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42. Tracking & Conversions
“Let’s create a mobile
site”
Mobile
conversion
double
Revenue
Increases
Over
$215,000
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43. Tracking & Conversions
“Let’s create a mobile
site”
“Absolutely”
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44. Tracking & Conversions
How it all works together
Social
Paid Traffic
Organic
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45. Tracking & Conversions
Direct + Organic 24%
Social + Organic 1%
Direct + Referral 7%
Multi-Channel
Conversions
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46. Tracking & Conversions
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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47. Tracking & Conversions
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