#idmyr tracking and conversions

PAIDOWNED

EARNED

Tracking & Conversions: Finding What Works

Conrad O'Connell

Tracking & Conversions

PopQuiz

Tracking & Conversions

How many people visited your website

last week?

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How many people converted on your website last week?

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What percentage of your traffic is from

search engines?

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Can you answer this:

I know how much money my online efforts

generate.

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Why?

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Why

Measure Success

Capture Goals

Calculate ROI

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Measuring Success

Did it work?

Where did it come from?

What’s working the best?

Example:

Organic visitor conversion

Referral visitor conversion

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Capture Goals

What’s my goal?

KPI

Where do I want to be?

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Example:

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Calculate ROIEffective Channels

Lowering Marketing Costs

How much is it worth?

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Calculate ROI

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Okay, fine.

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So what can I track?

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Tracking & Conversions

_gat Object Methods_getTracker(account) deprecated

_createTracker(opt_account, opt_name)_getTrackerByName(opt_name)

_anonymizeIp()_gaq Object Methods

_createAsyncTracker(accountId, opt_name) _getAsyncTracker(opt_name) deprecated

push(commandArray)_addIgnoredOrganic(newIgnoredOrganicKeyword)

_addIgnoredRef(newIgnoredReferrer)_addItem(transactionId, sku, name, category, price,

quantity)_addOrganic(newOrganicEngine, newOrganicKeyword,

opt_prepend)_addTrans(transactionId, affiliation, total, tax, shipping,

city, state, country)_clearIgnoredOrganic()

_clearIgnoredRef()_clearOrganic()

_cookiePathCopy(newPath)_deleteCustomVar(index)

_getName()_setAccount()_getAccount()

_getClientInfo(1)

_linkByPost(formObject, useHash)_setAllowAnchor(bool)

_setAllowHash(bool) deprecated_setAllowLinker(bool)

_setCampContentKey(newCampContentKey)_setCampMediumKey(newCampMedKey)_setCampNameKey(newCampNameKey)

_setCampNOKey(newCampNOKey)_setCampSourceKey(newCampSrcKey)_setCampTermKey(newCampTermKey)

_setCampaignCookieTimeout(cookieTimeoutMillis)_setCampaignTrack(bool)

_setClientInfo(bool)_setCookiePath(newCookiePath)

_setCookiePersistence(milliseconds) deprecated_setCookieTimeout(newDefaultTimeout) deprecated

_setCustomVar(index, name, value, opt_scope)_setDetectFlash(bool)_setDetectTitle(bool)

_setDomainName(newDomainName)_setLocalGifPath(newLocalGifPath)

_setLocalRemoteServerMode()_setLocalServerMode()

_setRemoteServerMode()_setSampleRate(newRate)

_setSessionTimeout(newTimeout) deprecated_setSiteSpeedSampleRate(sampleRate)

_setSessionCookieTimeout(cookieTimeoutMillis)

_setVar(newVal) deprecated_setVisitorCookieTimeout(cookieTimeoutMillis

)_trackEvent(category, action, opt_label,

opt_value, opt_noninteraction)_trackPageLoadTime() deprecated

_trackPageview(opt_pageURL)_trackSocial(network, socialAction, opt_target,

opt_pagePath)_trackTiming(category, variable, time, opt_label,

opt_sampleRate)_trackTrans()

_setReferrerOverride(newReferrerUrl)_setRemoteServerMode()_setSampleRate(newRate)

_getDetectFlash(1)_getDetectTitle(1)

_getLinkerUrl(targetUrl, useHash)

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That’s it.

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Useful Tracking

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Common Trackable ItemsWeb Form Submissions

Filled out a contact form

Email Signups

E-Commerce

Where people click

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Other forms of tracking and testing?

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A/B Testing

Changing elements

Find what works best

Validation of design

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A/B Testing

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A/B Testing

Increased click-through rates

144%

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A/B Testing

Adding better feature lists

Easier to read design

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Without tracking and collecting data

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However, with tracking and

collecting data

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Using that data

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Using data to make better decisions

Know what works!

Example:

Maybe your mobile visitors convert worse

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Example:

Maybe your mobile visitors convert worse

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9%

32%59%

Desktop Mobile Tablet

12%10%

78%

Desktop Mobile Tablet

Traffic Revenue

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Now you can make a decision based on real

data

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“Let’s create a mobile site”

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“Let’s create a mobile site”

Mobile conversion

double

Revenue Increases

Over $215,000

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“Let’s create a mobile site”

“Absolutely”

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How it all works together

Social

Paid Traffic

Organic

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Direct + Organic 24%Social + Organic 1%Direct + Referral 7%

Multi-Channel Conversions

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Pop Quiz Revisit

Testing & tracking help you make better decisions

Testing & tracking let you find what works best

Testing & tracking help you validate cost

Testing & tracking properly is proof of real digital marketing success

Tracking & Conversions