1. Trackable Inbound Marketing
Presented by: Jeff Stolarcyk
Marketing Manager

2. 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

3. 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.

4. Trackable Inbound Marketing
BUT

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

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

7. Trackable Inbound MarketingSO

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

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Advanced Segments
UTM Tags
Annotations

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

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Advanced Segments

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Advanced Segments

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Advanced Segments
* you can also
exclude data.

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Advanced Segments
UTM Tags
Annotations

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UTM Tags

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UTM Tags
SOURCE
MEDIUM
CAMPAIGN
Referrer (Twitter, Facebook) =
Medium ( , social)
Unique ID (promo, coupon)

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

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UTM Tags
Compare & Contrast:
Sources
Content
Campaigns

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UTM Tags

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Advanced Segments
UTM Tags
Annotations

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Annotations

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

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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.

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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 .

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

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Bonus Tip
Driving a lead generation campaign from social or ?
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.

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Questions