Dive into the deep end of the Google Analytics pool and learn about advanced tracking. We'll discuss setting up and using goals, ecommerce tracking, and custom dimensions.
Presented by Adam Smith, Director of IT at the Central Virginia AMA event on June 16, 2015.
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Tracking Data that Matters in Google Analytics
1. @marketingmojo | marketing-mojo.com
TRACKING DATA THAT
MATTERS IN
GOOGLE ANALYTICS
Adam Smith
Director of Technology
Marketing Mojo
June 16, 2015 http://www.marketing-mojo.com/ama/
10. @marketingmojo | marketing-mojo.com
GOAL VALUE
• Assign a $ amount to the conversion.
• Example:
› Your sales team can close 10% of users that sign
up for a newsletter.
› Your average transaction is $500.
› Assign a goal value of $50 in Google Analytics!
19. @marketingmojo | marketing-mojo.com
WHAT YOU CAN LEARN FROM
ECOMMERCE TRACKING
• What is selling and why.
• Revenue per transaction.
• What path the user takes through your site
before purchasing.
• How long a user takes to purchase.
24. @marketingmojo | marketing-mojo.com
GOOGLE TAG MANAGER
• The Promise
› Bypassing your IT department for fun and profit.
› Easy to use for non-technicalfolks
• The Reality
Warning that I’m a developer.
My goal is to give you the knowledge you need to work with your site developers (guys like me) to do a better job using Google Analytics on your websites.
Google Analytics is the awesome sauce for finding out how your users interact with your site. Use this information to refine your site and take it to the next level.
So many websites use analytics at it’s base level.
$150,000 a year for premium.
Support and training from Google.
Of the top 1 million web sites, over 50% use Google Analytics.
At it most basic, implements with one code snippet. You don’t have to install it on your server like other analytics programs.
Put on every single page.
Page load. Asynchronous.
Tech: browser, OS, mobile
Demographics: age, gender, interests.
Analytics natively understands these tags.
Source: where they are coming from
Medium: organic, paid search, email, social
Campaign: Adwords campaign or custom campaign
You can makeup your own tag.
Page views and visits are important, but Conversions are where it’s at.
Leads, sales.
Download a whitepaper, newsletter signups, watching a video, adding a product to the shopping cart.
Limited to 20 goals per view but they can be replaced. If you do replace a goal, make sure you annotate it within Google Analytics.
Begins with is especially helpful for retaining tracking codes.
Example: you want people to stay on your site for more than five minutes.
Slideshow type articles are a good example.
Category should be broad like “Form” or “Social Links”
Action is what occurred. “Clicked”, “Submitted Form”
Label optional. Used to segment. Social Link example “Facebook”
Optional value.
Optional interaction. Default is false. True means it won’t count that visit as a bounce.
Go to demo
Shopify and the WooCommerce WordPress plugin are good examples
Limits: you cannot use personally identifiable information such as name, email address, or social security number. YOU CAN use an internal identification like Customer ID.
Once again, you only get 20 per view.
We use Marketo
Tag the content by author on the blog.
Games: high scores, level completion
Shopping cart: are users abandoning carts for certain products?
The promise is the ability to implement code tags on your site without needed IT assistance.
The reality is that is can be difficult and requires some dedicated up front education.