Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager

Trackable Inbound Marketing THE major benefit of online advertising is the ability to track data. Hundreds of billions of Google searches Billions of hours of YouTube video watched

Trackable Inbound Marketing Using web analytics, site owners can see: Where their visitors live What operating system they use What they searched to arrive at their destination And much, much more.

Trackable Inbound Marketing BUT

Trackable Inbound Marketing Analytics hits a wall once when your traffic leaves your domain. You can see referring domains, but not always which events led to clickthrough.

Trackable Inbound Marketing This is especially common with social media and e-mail. Proliferation of apps and platforms Incalculability of content reach Can’t track specific calls to action

Trackable Inbound Marketing SO

Trackable Inbound Marketing How can you get reliable, actionable traffic metrics from inbound links?

Trackable Inbound Marketing

Trackable Inbound Marketing Advanced Segments UTM Tags Annotations

Trackable Inbound Marketing Advanced Segments Filter traffic from specific sources Compare and contrast data Isolate and drill down

Trackable Inbound Marketing Advanced Segments

Trackable Inbound Marketing Advanced Segments

Trackable Inbound Marketing Advanced Segments * you can also exclude data.

Trackable Inbound Marketing Advanced Segments UTM Tags Annotations

Trackable Inbound Marketing UTM Tags http://bootcamp.solidcactus.com/?utm_source=jeff&utm_medium=powerpoint&utm_content=slide16&utm_campaign=trackable

Trackable Inbound Marketing UTM Tags SOURCE MEDIUM CAMPAIGN Referrer (Twitter, Facebook) = Medium (e-mail, social) Unique ID (promo, coupon)

Trackable Inbound Marketing UTM Tags Optional Tags = TERM CONTENT Paid Keyword (PPC only) Differentiate links

Trackable Inbound Marketing UTM Tags Compare & Contrast: Sources Content Campaigns

Trackable Inbound Marketing UTM Tags

Trackable Inbound Marketing Advanced Segments UTM Tags Annotations

Trackable Inbound Marketing Annotations

Trackable Inbound Marketing Annotations Use Annotations to: Observe trends Mark anomalous behavior Track high-value links or press mentions

Trackable Inbound Marketing Social Measurement Tips Link shorteners (bit.ly) and some social sites (Tumblr, Facebook) offer their own metrics. Export your GA data to Excel and append it with this data for more aggregate data at your disposal.

Trackable Inbound Marketing Social Measurement Tips Use Content tags to A/B test variables such as message, time of day and more. Compare social sites against one another, against paid search or against e-mail.

Trackable Inbound Marketing E-mail Measurement Tips Tag each link in an e-mail with unique content tags to see what part of each blast drives the most traffic or converts best. Use Visitor data to optimize your e-mail designs.

Trackable Inbound Marketing Bonus Tip Driving a lead generation campaign from social or e-mail? In addition to tagging your inbound links, add this script to your download/signup link: onclick="pageTracker._trackPageview('/name') Create a goal from landing page to download with (/name) As the final step in the goal – track using your Social segment.

Trackable Inbound Marketing Questions