adwords analytics & attribution, day 3 · advanced troubleshooting scenarios 1-8 1. ctm...

Day 3: Attribution, Analytics & AdWords

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CallTrackingMetrics | 2

WELCOME

COURSE REQUIREMENTS

COMPUTER RECOMMENDATION

▫ Log into your CallTrackingMetrics account ▫ If you have two monitors, you can show our screen on one and

your CTM account on another ▫ Supported browsers: The latest version of Google Chrome or

Firefox▫ Have pop-ups enabled

GOTOWEBINAR SETUP

▫ For audio issues, call in via phone line▫ Attendees are in listen-only mode▫ Enter questions in the Questions Box▫ Questions will be addressed throughout the course▫ Missed questions will receive a follow-up email response▫ Course handouts are available now and can be downloaded

from the GTW toolbar▫ All attendees will receive Certificates of Completion via email


GETTING STARTED

ACCOUNT ASSUMPTIONS

Create an account or subaccount to work in.

New to CTM?

Visit: https://www.calltrackingmetrics.com/plans now and sign up if you are not yet a customer.

Current Customer?

Log into your CTM account. If you are an agency administrator, visit https://app.calltrackingmetrics.com/accounts/new and create a new sub-account “Academy” for this training class to work in.

Have Agency or Administration access with the ability to purchase tracking numbers.


DAY 3: ATTRIBUTION, ANALYTICS & ADWORDS

SEARCH CONCEPTS

▫ Search▫ Tracking▫ Attribution▫ Call Scoring▫ Text Messages▫ Working Session

GOOGLE ANALYTICS & ADWORDS

▫ Google Analytics Integration▫ Call Events, Goals, &

Conversions ▫ Google AdWords Integration▫ Call-only Ads & Call

Extensions▫ Message Extensions▫ Working Session


AGENDA

HELLO!I am Jessica Michaels

Google Guru & Product Coach

Lets connect Linkedin: https://www.linkedin.com/in/jessica-michaels-198a5423/

Twitter: @jessicacalltrac


https://www.linkedin.com/in/jessica-michaels-198a5423/

SECTION 1

Search Concepts



BASIC CONCEPTS

http://www.youtube.com/watch?v=aDqOM8LBgLk

CTM TRACKING - DEFINING THE SOURCE

▫ CTM Tracking Code - <script async src="//147831.tctm.co/t.js"></script>

▫ Tracking Numbers - ▫ 908-293-9899 (Facebook)▫ 908-332-0056 (Google AdWords)▫ 908-922-4321 (Direct)

▫ Tracking Sources - Direct, Facebook, and Google AdWords

▫ Target Numbers - 908-999-9090▫ Dynamic Number Insertion - The tracking

numbers on your website will dynamically change to a tracking number based on how the visitor came to your page


SOURCETRACKING

TRAFFIC SOURCE DIMENSIONS

▫ Source: Every referral to a web site has an origin, or source. Possible sources include: “google” (the name of a search engine), “facebook.com” (the name of a referring site), “spring_newsletter” (the name of one of your newsletters), and “direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

▫ Medium: Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).

▫ Direct: When a user either types in the full URL or has it bookmarked. Not referred from another place on the web.

▫ Referral: Any website that links to you can be a referral.


TRAFFIC SOURCE

Place your screenshot here

TRAFFIC SOURCE (CONT)

▫ Search Term/ Search Query: The real-world terms that people use to find those pages through paid and organic search.

▫ Keyword: Paid search term for the “keyword” you are bidding on.


TRAFFIC SOURCE DIMENSIONS (CONTINUED)


TERMS VS

QUERIES

Search Queries/ Search Terms:

● Airline approved dog kennels● Small pet carriers● Pet Carrier● Carrier for my pet

● Beanie hats for men● Mens Baseball Hats● Blue Hats for men● Mens snowboarding hat

Keywords:

Pet Carrier

Mens Hats


INTRO TO SEARCH


Womens Shirts in Severna Park, Maryland

INTRO TO SEARCH


Kids baseball hats near me

INTRO TO SEARCH


Top rated men’s weatherproof hat

INTRO TO SEARCH





INTRO TO GOOGLE SEARCH

Paid Search

Organic Search

Search Query


INTRO TO BING SEARCH

Paid Search

Organic Search

Search Query

Paid Search

Paid Search


LANDING PAGE vs WEBSITE

GOOGLE ANALYTICS HIERARCHY

▫ Account: CallTrackingMetrics

▫ Property: UA XXXXXXX-1▫ View: 20 views per property



GOOGLEANALYTICS

ANALYTICS HIERARCHY

View:

Maryland

All Website Traffic (RAW)

Annapolis


GOOGLEANALYTICS

ANALYTICS HIERARCHY

View:

Visitors From Maryland

All Website Traffic (RAW)

Visitors From Annapolis

ANALYTICS TERMINOLOGYEvent - An action that takes place on the page

▫ More about events: https://support.google.com/analytics/answer/1033068?hl=en▫ Event Example: Inbound phone call

Goal - Represents a benchmark of requirements for an activity. You define the activity requirements.

▫ Goal Example: Requirement of call length being over 60 seconds in length

Conversion - Completed goal in Analytics is known as a conversion or goal completion.

▫ Conversion Example: Calls >60 seconds in length


COMMUNICATION FLOWUnderstanding the basics of how CTM communicates with Google


BIG CONCEPT

GoogleAnalytics

GoogleAdWords

CTM

TRACKING SCRIPTS

CTM:

<script async src="//XXXXX.tctm.co/t.js"></script>

Google Analytics:

<script>

(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-xxxxxxxx-1', 'auto');

ga('send', 'pageview');

</script>


TRACKING SCRIPTS

TROUBLESHOOTINGOld analytics tracking codes:

pre 2005: urchin.js _uacct = "UA-XXXXXX-Y";

2005-2009: ga.js – “=_gat._getTracker("UA-XXXXXX-Y");

2009-2013: ga.js – Asynchronous _gaq.push(['_setAccount', 'UA-XXXXX-X']);



ATTRIBUTION - COOKIESStandard CTM cookies last for 30 days

Cookie durations can be modified

Numbers >Tracking Script > Cookie Settings


ATTRIBUTION MODELS


ATTRIBUTION MODELS


http://www.youtube.com/watch?v=oVClB5SiJSg

ATTRIBUTION MODELS


ATTRIBUTION MODELS


Last Click - First Click - Linear - Position Based - Time Decay

ATTRIBUTION MODELS


More information on Google Analytics Attributions Models https://support.google.com/analytics/answer/1662518?hl=en

● Last Interaction

● Last Non-Direct Click

● Last AdWords Click

● First Interaction

● Linear

● Time Decay

● Position Based

GOOGLE ADWORDS - AUTO TAGGING


AUTOTAGGING

TWO TYPES OF PAID CALLS


CLICK-TO-LANDING PAGE


2-TYPES OF PAID CALLS


CLICK-TO-CALL



CLICK-TO-LANDING PAGE

Tracking scripts will be applied when the user selects a Paid Click to go to a Landing

Page.

Tracking scripts will not be applied if the user selects Click-to-Call option




CLICK-TO-CALL

Tracking scripts will be applied when the user selects a Paid Click to go to a Landing Page.

Tracking scripts will not be applied if the user selects Click-to-Call option




http://www.youtube.com/watch?v=TACa8Rnn-Fw

“There’s a big difference between

data and wisdom.


10 MINUTE BREAK


SECTION 2

Google Analytics & AdWords



45This


http://www.youtube.com/watch?v=QE6KPWgnYEE


47This

http://www.youtube.com/watch?v=G-uhXJD8oCQ

Common mistakes with Google Analytics Integration

▫ Hard coding the tracking number▫ Not installing the CTM tracking script▫ No Google Analytics tracking▫ Filters in Analytics▫ CTM & Analytics not fully integrated▫ Analytics & AdWords aren’t connected▫ Goals in Analytics

ERRORS


Why don’t my goals in Analytics match my call count in CTM for the same time frame?

A. Calls do not equal goals or conversions. Calls = events. Goals are a set of requirements for the event to qualify as conversion.

B. Even if the goal’s only requirement is to be a call event, Google doesn’t report in real-time, meaning there can be a delay for the event to appear in Analytics.

POP QUIZ


I see paid campaign data in the call log and in Analytics, but I don’t see the conversion in AdWords. Why would this happen?

1. Is the goal imported into AdWords?2. Is the conversion in AdWords turned on?3. Is the goal in Analytics turned on?

POP QUIZ



51This

Advanced Troubleshooting Scenarios 1-8

WORKING SESSION


Advanced Troubleshooting Scenarios 1

Why would an Organic Tracking source not have any visitor website information?

WORKING SESSION



Why doesn’t AdWords call have any paid campaign information?

WORKING SESSION




WORKING SESSION



Why isn’t there any paid campaign information this call?

WORKING SESSION




WORKING SESSION



Why isn’t the source Google AdWords when I can see CPC data in the url?

WORKING SESSION



Why isn’t there campaign information?

WORKING SESSION



What's wrong with this picture?

WORKING SESSION


Advanced Troubleshooting Scenarios 1-8

1. CTM tracking script isn’t on the page2. Google Analytics tracking script isn’t on the

page3. The wrong Analytics tracking script is on the

page4. CTM and Analytics aren’t connected 5. Google Analytics and Google AdWords aren’t

connected6. Auto-tagging isn’t turned on7. Ad Extensions: Several possible errors - The

tracking source could have been left blank or wrong on the google integration page, The tracking script could not be installed in Google AdWords, the script could have been installed but not scheduled to run, it was a wrong number, Google didn’t track the call.

8. Old Analytics tracking code

#


SECTION 3

Text messages - Advanced Tracking Sources - Advanced

Analytics Features


TEXT MESSAGING

Text Triggers

Text triggers can be used to automatically take actions in your account based on inbound texts.

Bulk Text Messages

Bulk Messages are used to send a text message to multiple recipients, either immediately or at a scheduled date and time.

SMS


TEXT TRIGGERS

SMS


BULK MESSAGES

SMS

Bulk Text Messages

Bulk Messages are used to send a text message to multiple recipients, either immediately or at a scheduled date and time.


ADVANCED TRACKING SOURCES CONFIGURATIONS

SOURCE

● UTM Parameters / Tracking Tags● Regular Expression ● Landing page vs Referring page● Negative Landing Pages● Position ● Google Analytics


DEFINING THE SOURCE

Google’s URL Builder:

https://ga-dev-tools.appspot.com/campaign-url-builder/

SOURCE Website: http://unbouncepages.com/ctm-departmentstore-pets/

Source: email

Medium: newsletter

Campaign: springsavings18


REGULAR EXPRESSION

www.bing.com

bing\.com\/search

www.google.com

google.([^./]{2,3})|google.com?.([^./]{2}))

www.yahoo.com

search.yahoo.com

Campaign A - utm_campaign=a&gclid=.+

or (?=.*utm_campaign=a)(?=.*gclid=).*

Campaign B- utm_campaign=b&gclid=.+

or (?=.*utm_campaign=b)(?=.*gclid=).*

Campaign C- utm_campaign=c&gclid=.+

or ((?=.*utm_campaign=c)(?=.*gclid=).*

REGEX


DEFINING THE SOURCE -POSITION

Campaign A - (?=.*utm_campaign=a)(?=.*gclid=\.\+).* - Position 2

Campaign B- (?=.*utm_campaign=b)(?=.*gclid=\.\+).* - Position 2

Campaign C- ((?=.*utm_campaign=c)(?=.*gclid=\.\+).* - Position 2

Capture all Google AdWords - gclid-.+ - Position 3SOURCE


POP QUIZ


ADVANCED CATEGORY RULES

Category rules allow you to customize the ‘Events’ category in Analytics.

▫ Example: the default Categories are “Calls” and “CallSale”

▫ Using the Advanced Categorization rules you can have “Sales Calls,” “Support Calls,” and “Jessica's Voicemails.”

RULES


GOOGLE ANALYTICS INTEGRATION FILTERS

Available filters when an event is sent, based on properties of the call:

▫ Tracking number(s)▫ Tracking source(s)▫ Receiving number(s)▫ Menu keypress(es)

FILTERS


WORKING SESSION

Now put it all together and create a marketing campaign.

Let’s say we wanted to do a customer rewards program and give out a free gift to our previous customer.

Create a tracking source for a direct mailer that is going to be promoting a free gift when you use a promo code that you get text or call with the promo code of Free17 to the tracking number or visit a short link to a landing page.

WORKING SESSION


WORKING SESSION

Use the Google URL builder to create the link

▫ http://unbouncepages.com/ctm-departmentstore-pets/▫ Source=mailer▫ Campaign=rewards18▫ Medium=text-message

Set default source, medium and campaign value in the tracking source.

Create the text message trigger - Responding to the text with a short link to landing page where they can active the promo code.

Create a keyword spotting rule for FREE 18,

▫ Tag the call with Rewards Campaign 18▫ Score the call with 4 stars▫ Convert the call with a conversion amount of $25

Create a custom categorization rule for the promotion by the tracking source.

Test the campaign!

WORKING SESSION


https://ga-dev-tools.appspot.com/campaign-url-builder/

THANKS!Any questions?


adwords analytics & attribution, day 3 · advanced troubleshooting scenarios 1-8 1. ctm...

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