Web Analytics Champs (WACH) Measuring Online Marketing Campaign Performance Using Google Analytics Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix Technologies 2012 All rights reserved

Important Notices Cyberlitix Technologies 2012 All rights reserved

You agreed to WACH disclaimer, goo.gl/Y0WOM goo.gl/Y0WOM Join WACH at bit.ly/vanWachbit.ly/vanWach #VanWACH Recording this meeting Next meetup on Monday March 19th: Omniture Two days Google Analytics Training Program on March 23rd, and 24 th, register at: bit.ly/toGAMbit.ly/toGAM Upcoming webinars; Social Media Analytics, Date/Time will be announced Cyberlitix Technologies 2012 All rights reserved

Outline Cyberlitix Technologies 2012 All rights reserved

o Benefit of Online Campaign Tracking o How to Track a Campaign o Best KPIs to Measure Performance o Custom Segments o Q/A Cyberlitix Technologies 2012 All rights reserved

Benefit of Online Campaign Tracking Cyberlitix Technologies 2012 All rights reserved

Which marketing campaigns are driving the best traffic to the site How many visitors are coming to website from the campaigns What campaign creates more engagement Which campaigns create more conversion Cyberlitix Technologies 2012 All rights reserved

Problem Cyberlitix Technologies 2012 All rights reserved

Google Analytics collects referrer from HTTP header og.com%2F2012%2F03%2F01%2Fsocial-media- performance-analysis-a-time-saver- approach%2F&h=QAQFtNfKKAQE2CJ27UEaSHCUj- wCw9VAQQjbWHCc7tywGTw Cyberlitix Technologies 2012 All rights reserved

HTTP referrer is not enough to differentiate multiple delivery methods Cases like: – Facebook Pages and profile – Linkedin Groups and profile – Twitter Accounts – s – Banner ad – Text Link Cyberlitix Technologies 2012 All rights reserved

How to Track a Campaign Cyberlitix Technologies 2012 All rights reserved

Google Analytics uses Link Tagging Technique for campaign tracking /?utm_source=”Campaign Source” &utm_medium=”Campaign Medium” &utm_campaign=”Campaign Name” Example: ebook&utm_medium=page&utm_campaign=F eb_Ad_Campaign_12 Cyberlitix Technologies 2012 All rights reserved

VariableMeaning utm_source This is where you post your link, like , facebook, or linkedin utm_medium This shows how the url is being delivered, like content, or facebook page utm_campaign It is simply the campaign name, pick what makes it easier to refer to it in the future, like Campaign1, or CampaignJun2011

Analytics tools provide a URL builder tool for link tagging Google Analytics provides Google URL Builder alytics/bin/answer.py?hl=en&answer =55578 Cyberlitix Technologies 2012 All rights reserved

Details of Marketing Campaign Tracking with Google Analytics at: campaign-tracking-with-google- analytics/ Cyberlitix Technologies 2012 All rights reserved

Create an Standard Cyberlitix Technologies 2012 All rights reserved

Always create and standard for data consistency among campaign tracking Use a spreadsheet to keep a record of what you have already defined Cyberlitix Technologies 2012 All rights reserved

Considerations Cyberlitix Technologies 2012 All rights reserved

Google Analytics uses UTMZ cookie to keep campaign values UTMZ expires in six month Use _setCampaignCookieTimeout() to change the expiry duration Example: Cookie expires in a day _gaq.push(['_setCampaignCookieTimeout', ]); Cookie expires when closing the browser _gaq.push(['_setCampaignCookieTimeout', 0]); Cyberlitix Technologies 2012 All rights reserved

Some link tags interferes with SEO Use _setAllowAnchor() and append URL tags with # instead of ? Example: Add _gaq.push(['_setAllowAnchor', true]); to GA snippet Tagged URL can be: se&utm_medium= &utm_campaign=Fall+em ail+offers Cyberlitix Technologies 2012 All rights reserved

More technical details here: gaJSApiCampaignTracking.html#_gat.GA_Tracker _._setCampaignCookieTimeout Cyberlitix Technologies 2012 All rights reserved

Be careful with Redirection, make sure redirected page persists the tag values to next page Third part redirections sometimes add your URL as a tag to their URL and campaign tags won’t be collected in GA Test encoded URLs with adding ?test=test before creating a campaign tagged URL Cyberlitix Technologies 2012 All rights reserved

My Best KPIs Cyberlitix Technologies 2012 All rights reserved

Depends on your business size and nature, you need to look at different KPIs In general, look into three major areas: – Acquisition – Behaviour – Conversion Cyberlitix Technologies 2012 All rights reserved

Visitor Acquisition – Number of Visitors – New vs. Returning Engagement – Bounce – Depth of Visit – Return Rate Outcome – Conversion Rate – Rate of Purchase Cyberlitix Technologies 2012 All rights reserved

I Love Segmentation! Cyberlitix Technologies 2012 All rights reserved

Return Rate Cyberlitix Technologies 2012 All rights reserved

What’s Next Join WACH at bit.ly/vanWach if not a member yetbit.ly/vanWach A Book is coming out and you all get a free copy Next meetup on Monday March 19th: Omniture Two days Google Analytics Training Program on March 23rd, and 24 th, register at: bit.ly/toGAMbit.ly/toGAM Upcoming webinars; Social Media Analytics, Date/Time will be announced Cyberlitix Technologies 2012 All rights reserved

Thank You Happy Cyberlitix Technologies 2012 All rights reserved