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 TABLE OF CONTENTS 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 Why tracking on the internet sucks 1 ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED GETTING TO THIS NUMBER USED BE SIMPLE NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS START YOUR TRIAL AT KISSMETRICS TODAY, IT’S MAD WORTH IT! EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF The one tracking trick that rules all! 2 ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs 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. MAKE YOUR UTM WITH GOOGLE Just Google “UTM Builder” to find Google’s UTM Builder Keep a log of all your UTMs MAKE YOUR UTM WITH GSHEETS USE OUR FREE CHROME EXTENSION effinamazing.com/utm SHORTEN LINKS CONTENT MARKETING EXAMPLE RESEARCH + WRITING + PROMOTION = TIME I TRACKED MY TIME TO MAKE THIS WEBINAR IT ALL COMES BACK TO USING UTMS ON ALL OF IT! FIND CAMPAIGN INFO IN GOOGLE ANALYTICS CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT EMAIL MARKETING EXAMPLE WHAT UTMS WOULD I USE FOR EMAIL? LOG INTO YOUR KISSMETRICS ACCOUNT Track your UTMs in the funnel for deeper analysis UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS They appear exactly the same and are case sensitive PAY PER CLICK EXAMPLE USE THE ADWORDS DYNAMIC UTM VARIABLES UTM TRACK ROI OF YOUR PAID ACQUISITION ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs

1. One ROI Tracking Trick to
Rule Them All

2. @Kissmetrics
#KissWebinar
@ThueLMadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up
as a KISSmetrics marketer. Whenever Thue is not trying
to automate everything around him, you can find him
hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Dan, one of the original growth-hackers, has lead the teams
at Code School and KISSmetrics to create massive growth.
He previously founded the companies Fuelzee, Starter
Studio, and Bootstrap Academy to name a few. He's
currently the Founder and Head of Analytics and Growth at
Effin Amazing, an analytics and growth consultancy.
DAN MCGAW
Founder and CEO, Effin Amazing
@DanielMcgaw

4. @EffinAmazing
#KissWebinar
@DanielMcgaw

5. 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
TABLE OF CONTENTS
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

6. Why tracking on the
internet sucks
1

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

8. GETTING TO THIS NUMBER USED BE SIMPLE

9. NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS

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

11. HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS

12. START YOUR TRIAL AT KISSMETRICS TODAY, IT’S MAD WORTH IT!

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

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

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

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

17. The one tracking trick
that rules all!
2

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

19. 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

20. 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

21. 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?

22. 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?

23. 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?

24. 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?

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:
Campaign Term: segmentation
WHAT IS A UTM?

26. 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

27. 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

28. 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)

29. 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

30. 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

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

32. MAKE YOUR UTM WITH GOOGLE
Just Google “UTM Builder” to
find Google’s UTM Builder

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

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

35. 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

36. Examples to get you
started
2

37. CONTENT MARKETING EXAMPLE

38. RESEARCH + WRITING + PROMOTION = TIME

39. I TRACKED MY TIME TO MAKE THIS WEBINAR

40. I TRACKED MY TIME TO MAKE THIS WEBINAR

41. 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

42. FIND CAMPAIGN INFO IN GOOGLE ANALYTICS

43. CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE

44. TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT

45. EMAIL MARKETING EXAMPLE

46. WHAT UTMS WOULD I USE FOR EMAIL?

47. 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?

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

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

50. PAY PER CLICK EXAMPLE

51. USE THE ADWORDS DYNAMIC UTM VARIABLES
UTM Example
http://gnc.com/?
utm_source=adwords&
utm_medium=ppc&
utm_campaign=summer-savings&
utm_term={keyword}

52. TRACK ROI OF YOUR PAID ACQUISITION

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

54. DAN MCGAW
Founder and CEO, Effin Amazing
@DanielMcgaw
dan@effinamazing.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?