1. Google Analytics 201

2. 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

3. 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

4. “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

5. So, what is a conversion?

6. 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.

7. 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

8. 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

9. 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

10. $ 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

11. 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.

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

13. 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

14. 100% Paid Ad Display Organic Direct
So, in the Google Analytics world, the channels listed
Google Analytics – Last Click Attribution Model

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

16. 100% Paid Ad Display Organic Direct
Google Analytics – First Click Attribution Model

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

18. 25% 25% 25% 25% Paid Ad Display Organic Direct
Google Analytics – Linear Attribution Model

19. Measuring Conversions

20. Google Analytics – Goals in Acquisition Reports

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

22. Google Analytics – Top Conversion Report

23. Google Analytics – Top Conversion Report

24. Google Analytics – Top Conversion Report

25. Creating Goals in Google Analytics

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

27. 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

28. 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

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

30. Google Analytics – Creating a Goal1 2
Google Analytics – Creating a Goal

31. Google Analytics – Destination Goal1 2 3 7% 4
Google Analytics – Destination Goal

32. Thank You for Signing Up 7%
Google Analytics – Destination Goal

33. Google Analytics – Destination Goal
/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  well as  7%
/thankyou.html\?
Google Analytics – Destination Goal

34. 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

35. 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

36. Google Analytics – Destination Goal1 2
Verifying a Goal
Google Analytics – Destination Goal

37. Google Analytics – Duration Goal1 2 3 4
Google Analytics – Duration Goal

38. Google Analytics – Pages per Session Goal2 1 3 4
Google Analytics – Pages per Session Goal

39. Tips To Take Back

40. Tips – Use Annotations

41. 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

42. Tips – Enable Demographic & Interest Reports

43. Tips – Enable Demographic & Interest Reports

44. 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

45. Google Analytics – Resources

46. Consider Google Analytics Certification