Google Analytics 201

Agenda What are Google Analytics conversions & goals? Why should you consider using conversions & goals? What is the multi-channel conversion path? How can I setup goals in my Google Analytics account? Just a preview of some of the things we are going to cover today. Mostly centered around setting up and measuring conversions, something a lot of GA accounts fall short on. Agenda

Director of Digital Strategy Analytics & Optimization Manager Rob Madrid Mike Jarmuzewski Director of Digital Strategy @ Masslive Media Google Analytics Certified Data Geek Audience Targeting Level = Expert Analytics & Optimization Manager @ Masslive Media Google Analytics Certified Search Engine Marketing Wizard Optimization Enthusiast So, who are your famous presenters today….. Today’s Speakers

“Marketing without data is like driving with your eyes closed.” You know, we see more marketers embracing data now than embraced it say 4 years ago, but we’ve still got a long way to go. Data can be a scary thing. The use of data requires an entirely new, more technical skill set that many traditionally educated marketers may not have yet. At the end of the day, the rewards outweigh the hassles of learning to use data. About: DAN ZARRELLA is an award-winning social, search, and viral marketing scientist. Previously worked at Hubspot, Inc., a prominent marketing company. He was the leader and voice of their popular "The Science of . . ." webinar series. He has been featured in a variety of publications, including the New York Times, the Wall Street Journal, Wired, Forbes, and the Huffington Post, among many others. D an is a recognized thought leader in social media marketing and research. Dan Zarrella Award-winning social media scientist & author. @danzarrella Marketing Words of Wisdom

So, what is a conversion?

important to your business Conversion an action taken on your website that is important to your business Important to note that a conversion can be any type of ACTION on the website. Very important that when those actions are happening, Google analytics is setup to record those actions.

Google Analytics - Reports Real Time – current website activity Audience – who visited the site Acquisition – how did they discover your site Behavior – what did they do while on the site Conversions – measuring results (outcome) Google Analytics - Reports

Macro Conversions Email or Phone Call Form Fill Purchase A macro conversion is the primary conversion on a website, for example a completed sale on an ecommerce site or a completed lead generation form. Purchase Form Fill Google Analytics - Conversions

Micro Conversions Google Analytics – Conversions Contact Us Page Time Spent on Site Pages Read / Session A micro conversion relates to smaller engagements such as a newsletter sign up or a user watching a product video. Micro conversions can often precede the macro conversion. PDF Download Video View Google Analytics – Conversions

$ Video View Time Spent Special Offers Blue items are micro conversions, these are conversions we like to measure that can ‘assist’ on the customer journey to a MACRO conversion. Google Analytics – Micro & Macro Conversions

Attribution Models Now we want to get into a little bit about GA’s structure on conversion reporting. Before we dig into some of the basics on how to setup the goals, let’s show you how it you can understand how goals are attributed and reported on.

Google Analytics – Attribution Models Last Click “Default” First Click Linear Google Analytics – Attribution Models

First Date Meet Parents Get Engaged 100% attribution on the Macro Conversion here. The micro conversions receive ZERO credit for final outcome. Goal is to get married, so in this scenario, the entire value of that goal is attributed to the wedding day, not taking into account any of the prior actions - Tinder, First Date, Meet Parents, Engagement, etc. Google Analytics – Last Click Attribution Model

100% Paid Ad Display Organic Direct So, in the Google Analytics world, the channels listed Google Analytics – Last Click Attribution Model

First Date Meet Parents Get Engaged Google Analytics – First Click Attribution Model

100% Paid Ad Display Organic Direct Google Analytics – First Click Attribution Model

First Date Meet Parents Get Engaged Google Analytics – Linear Attribution Model

25% 25% 25% 25% Paid Ad Display Organic Direct Google Analytics – Linear Attribution Model

Measuring Conversions

Google Analytics – Goals in Acquisition Reports

Google Analytics – Conversions Report Conversions – how is the website moving our business forward? Google Analytics – Conversions Report

Google Analytics – Top Conversion Report

Google Analytics – Top Conversion Report

Google Analytics – Top Conversion Report

Creating Goals in Google Analytics

Google Analytics – Creating A Goal To access Conversions Reporting you must enable: eCommerce tracking and/or Setup goals Google Analytics – Creating A Goal

Thank You for Signing Up Goal = Conversion Destination Page Duration Pages / Screens Events Page 3 Thank You for Signing Up Google Analytics – Four Types of Goals

Google Analytics – Event Goal Events Needs additional coding Best done by a web developer Also can be achieved through Google Tag Manager Measuring non-pageview generated conversion - ie: video plays, or PDF clicks, etc. Google Analytics – Event Goal

Google Analytics – Creating a Goal Client X 2 3 1 Google Analytics – Creating a Goal

Google Analytics – Creating a Goal 1 2 Google Analytics – Creating a Goal

Google Analytics – Destination Goal 1 2 3 7% 4 Google Analytics – Destination Goal

Thank You for Signing Up www.companyname.com/thankyou.html 7% Google Analytics – Destination Goal

Google Analytics – Destination Goal www.companyname.com/thankyou.html /thankyou /thankyou.html Equals to: An Equals to match is an exact match on every character in your URL—without exception—from beginning to end. Use this when your URLs for your site are easy to read and do not vary. Begins with: This matches identical characters starting from the beginning of the string up to and including the last character in the string you specify. Use this option when your page URLs are generally unvarying but when they include additional parameters at the end that you want to exclude. Regular Expression: For example, checkout.cgi\?page=1 will match http://sports.example.com/checkout.cgi?page=1&id=002 as well as http://fishing.example.com/checkout.cgi?page=1&language=fr&id=119. 7% /thankyou.html\? Google Analytics – Destination Goal

Google Analytics – Destination Goal Setting up a Funnel A funnel is a sequence of pages that you anticipate users seeing before they reach the goal. Google Analytics – Destination Goal

Google Analytics – Destination Goal Average Sale = $500 Leads / Sale = 10/1 Goal Value = $500 / 10 = $50 Assign a monetary value to the conversion. Google Analytics – Destination Goal

Google Analytics – Destination Goal 1 2 Verifying a Goal Google Analytics – Destination Goal

Google Analytics – Duration Goal 1 2 3 4 Google Analytics – Duration Goal

Google Analytics – Pages per Session Goal 2 1 3 4 Google Analytics – Pages per Session Goal

Tips To Take Back

Tips – Use Annotations

Tag Assistant – Google Chrome Super important to make sure EVERY SINGLE page of your website is being tracked. Once quick way to check if GA is installed on a particular page is to check the source code, the other best way is to use this extension provided in Google Chrome. Google Chrome > More Tools > Extensions > Get More > Tag Assistant. Tag Assistant – Google Chrome

Tips – Enable Demographic & Interest Reports

Tips – Enable Demographic & Interest Reports

Link Google Analytics to AdWords Campaigns Ties user behavior back to specific keywords Shows GA on site data for each campaign, ad group, keyword and ad copy Allows for greater optimization potential Tips – Link Analytics to Adwords

Google Analytics – Resources

Consider Google Analytics Certification