Date post: | 27-Jan-2015 |
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Beyond Traffic In Google Analytics
Jeff SauerThree Deep Marketing
www.threedeepmarketing.com651-789-7701
@jeffsauer | @threedeep | #mimasummit
How can I go further with Google Analytics?
Learn how to track: • Page Load Time• Social Button Interactions• Video Interactions• Phone Calls• Offline Marketing• CRM Integration• Mobile Websites & Apps
Multi-Channel Funnels
Google Analytics Real Time
www.threedeepmarketing.com | @jeffsauer | @threedeep
Track Page Load Time
Page Load Time
Problem: We’ve been told one of our pages is running slow, but our developers can’t recreate these problems on their machines. They are also militant. Is there a program that can track page load times?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Why is Site Speed Important?
www.threedeepmarketing.com | @jeffsauer | @threedeep
People want things NOW!
1 Step: Add Code to Tracking
also available on many Google Analytics plugins
What it Looks Like
Reports > Content> Site Speed
Keep in mind the page load sample size
Fix Site Speed Issues
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/pg-speed
Track Social Button Interactions
Tracking Social Button Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
Problem: I have added +1, Twitter and Facebook buttons to my site because everyone else has them. How do I know if people are actually interacting with our “like”, “tweet”, “share”, or “+1” buttons?
Social Button Tracking 101
• Google +1 button comes preconfigured• Everything else requires the following:
www.threedeepmarketing.com | @jeffsauer | @threedeep
_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
Social Button Tracking 101
www.threedeepmarketing.com | @jeffsauer | @threedeep
_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
Your page with the Social button
Only for customizingPage paths
Social Button Tracking 101
www.threedeepmarketing.com | @jeffsauer | @threedeep
_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);
Your page with the Social button
Only for customizingPage paths
What Social Tracking Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
source: meadigital.com
Social actions aggregated throughout the day
Social network action segmented by post
Visitors>Social>Social Action
Track Social Button Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/social-ga
Tracking Video Interactions
Video Interactions
www.threedeepmarketing.com | @jeffsauer | @threedeep
Problem: We put all of our money into making YouTube videos and never imagined that our bosses would want to measure performance. How do we track video interactions?
What Videos Can We Track?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Determine Video to Track
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://www.youtube.com/watch?v=klSLQJKuZKU&feature=channel_video_title
Grab the YouTube Video ID code
Step 2: Place Code on Page
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/ytcoder
Grab JavaScript code from
and place on website
Step 3: Edit States and Videos
www.threedeepmarketing.com | @jeffsauer | @threedeep
Choose which states you want included in your event report
Ignore the rest
Change the title and video id to match your YouTube videosas well as the div container if necessary
Step 4: Add div tags to HTML
www.threedeepmarketing.com | @jeffsauer | @threedeep
Other Methods
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/ytjshelp
YouTube provides more JavaScript instruction at:
Flowplayer.org
For Flash videos and event tracking, we recommend:
What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
All the defined interactions taken by the visitors
Bonus: Google Analytics in YouTube
www.threedeepmarketing.com | @jeffsauer | @threedeep
Add GA to your Premium YouTube
Channel!
YouTube Analytics IRL
www.threedeepmarketing.com | @jeffsauer | @threedeep
Same metrics as a usual dashboard
Track what queries people are using to get to a video
Understand which of your videos people are watching
Tracking Phone Calls
Phone Call Tracking
Problem: Only half of our visitors fill out a web form. The others call our contact center, making it difficult to judge ROI. How do we attribute phone calls to our search campaigns?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Solution
Partner with a company specializing in phone call tracking:
www.threedeepmarketing.com | @jeffsauer | @threedeep
Have Phone Calls Post Back to Website
What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
Find out what keywords/ads generated leads and configure goals to understand economic value of calls generated
Tracking Offline Marketing
Offline Marketing Tracking
Problem: We have no idea if offline marketing drives visitors to our site. It’s not something we have been able to measure before. How can we measure?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Offline Marketing Tracking
Once you have your segment, use the GA URL Builder to build tracking, then send to a QR code or link shortener
www.threedeepmarketing.com | @jeffsauer | @threedeep
3deep.co/GAURLBuilderYour web page
Add your segments into the builder as content or term
www.VanityURL.com
Use Your Link for Your Print Marketing
www.threedeepmarketing.com | @jeffsauer | @threedeep
A QR code isn’t enough. Make sure you use campaign tracking codes!
Do you think marketing on a billboard is still valid? Stop guessing, start measuring!
Dear Valued Customer…
3deep.co/mimajs
What it Looks Like
www.threedeepmarketing.com | @jeffsauer | @threedeep
Your segments will show up under Traffic Sources > Campaigns
CRM Integration
A Comprehensive View of the Customer
Problem: When I ask a customer how they found us, their answers are questionable at best. Can I eliminate the guesswork?
www.threedeepmarketing.com | @jeffsauer | @threedeep
The Basics of CRM Integration
www.threedeepmarketing.com | @jeffsauer | @threedeep
1. Extract the visitor’s source data from the __utmz cookie2. Manipulate data as needed3. Place data in hidden form fields
Your Web Form
JavaScript Code
Standard CRM data
GA Data
ServerCRM
How Do You Do This?
1. Code it
2. Hire a Google Analytics Certified Professional to assist
3. Use CRM Applications with built in GA Integration
http://bitly.com/bundles/threedeep/1
What it Looks Like
CRM Data GA Data
Mobile Websites & Apps
Analytics of Those On-The-Go
Problem: We make cool apps. Measuring things isn’t cool, so we never thought to put tracking on our app. Now my boss wants answers. Help!
www.threedeepmarketing.com | @jeffsauer | @threedeep
Google Analytics for Mobile Websites
• Google Analytics for Mobile contains tracking code for sites that use PHP, JSP, ASP.NET, or Perl
• Instructions can be found at:
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/3DGAMobile
Google Analytics for Mobile Apps
1. Download SDK’s (Software Development Kit) from
2. Create a separate analytics profile for mobile
3. SDK Available for iPhone and Android
www.threedeepmarketing.com | @jeffsauer | @threedeep
http://3deep.co/GA-SDK
Google Analytics for Mobile Apps
www.threedeepmarketing.com | @jeffsauer | @threedeep
Track Pageviews:
or Events:
http://3deep.co/3diphoneGA
Track via pageview Track via event
http://3deep.co/3dandroidGA
Screenshots from Jason A. Cooper and icodeblog
Google Analytics - More Wow
Multi Channel Funnels
Pro Tip: Define Custom Channels
Google Analytics in Real Time
www.threedeepmarketing.com | @jeffsauer | @threedeep
This Was Supposed to be a Real Time Demo
How can I go further with Google Analytics?
Learn how to track: • Page Load Time• Social Button Interactions• Video Interactions• Phone Calls• Offline Marketing• CRM Integration• Mobile Websites & Apps
Multi-Channel Funnels
Google Analytics Real Time
www.threedeepmarketing.com | @jeffsauer | @threedeep
More Google Analytics Pro Tips
• Switch to New Google Analytics Interface NOW• Preserves date range across profiles• Link Multiple AdWords Accounts• Site Speed and Social Button Tracking• You can uncheck default segment (all traffic)• Multi Channel Funnels• Improved Custom Reports
• View Graphs by Week and by Month• Compare Graphs to Past• More features to come…
www.threedeepmarketing.com | @jeffsauer | @threedeep
Questions?www.threedeepmarketing.com | @jeffsauer | @threedeep
Special Thanks to @dianekulseth for her hard work and research
Download my presentation here: 3deep.co/MIMA2011GA
Google Analytics Training 3deep.co/GATraining2011• 101 & 102 October 25• 201 & 202 November 1 • 301 & 302 November 15
How’d I do? www.surveymonkey.com/s/2011_sauer Password: mimasummit
Rate the Summit: www.surveymonkey.com/s/mima_summit_2011 Password: mimasummit