Day 3: Attribution, Analytics & AdWords
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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
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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.
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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
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AGENDA
HELLO!I am Jessica Michaels
Google Guru & Product Coach
Lets connect Linkedin: https://www.linkedin.com/in/jessica-michaels-198a5423/
Twitter: @jessicacalltrac
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SECTION 1
Search Concepts
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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
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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.
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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.
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TRAFFIC SOURCE DIMENSIONS (CONTINUED)
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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
Place your screenshot here
INTRO TO SEARCH
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Womens Shirts in Severna Park, Maryland
INTRO TO SEARCH
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Kids baseball hats near me
INTRO TO SEARCH
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Top rated men’s weatherproof hat
INTRO TO SEARCH
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Top rated men’s weatherproof hat
Top rated men’s weatherproof hat
INTRO TO SEARCH
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Top rated men’s weatherproof hat
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INTRO TO GOOGLE SEARCH
Paid Search
Organic Search
Search Query
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INTRO TO BING SEARCH
Paid Search
Organic Search
Search Query
Paid Search
Paid Search
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LANDING PAGE vs WEBSITE
GOOGLE ANALYTICS HIERARCHY
▫ Account: CallTrackingMetrics
▫ Property: UA XXXXXXX-1▫ View: 20 views per property
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GOOGLEANALYTICS
ANALYTICS HIERARCHY
View:
Maryland
All Website Traffic (RAW)
Annapolis
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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
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COMMUNICATION FLOWUnderstanding the basics of how CTM communicates with Google
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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>
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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']);
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Place your screenshot here
ATTRIBUTION - COOKIESStandard CTM cookies last for 30 days
Cookie durations can be modified
Numbers >Tracking Script > Cookie Settings
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ATTRIBUTION MODELS
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ATTRIBUTION MODELS
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ATTRIBUTION MODELS
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ATTRIBUTION MODELS
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Last Click - First Click - Linear - Position Based - Time Decay
ATTRIBUTION MODELS
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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
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AUTOTAGGING
TWO TYPES OF PAID CALLS
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CLICK-TO-LANDING PAGE
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2-TYPES OF PAID CALLS
Place your screenshot here
CLICK-TO-CALL
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2-TYPES OF PAID CALLS
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
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2-TYPES OF PAID CALLS
Place your screenshot here
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
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2-TYPES OF PAID CALLS
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“There’s a big difference between
data and wisdom.
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10 MINUTE BREAK
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SECTION 2
Google Analytics & AdWords
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45This
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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
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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
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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
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51This
Advanced Troubleshooting Scenarios 1-8
WORKING SESSION
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Advanced Troubleshooting Scenarios 1
Why would an Organic Tracking source not have any visitor website information?
WORKING SESSION
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Advanced Troubleshooting Scenarios 2
Why doesn’t AdWords call have any paid campaign information?
WORKING SESSION
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Advanced Troubleshooting Scenarios 3
Why doesn’t AdWords call have any paid campaign information?
WORKING SESSION
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Advanced Troubleshooting Scenarios 4
Why doesn’t AdWords call have any paid campaign information?
WORKING SESSION
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Advanced Troubleshooting Scenarios 5
Why isn’t there any paid campaign information this call?
WORKING SESSION
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Advanced Troubleshooting Scenarios 5
Why isn’t there any paid campaign information this call?
WORKING SESSION
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Advanced Troubleshooting Scenarios 5
Why isn’t there any paid campaign information this call?
WORKING SESSION
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Advanced Troubleshooting Scenarios 6
Why isn’t the source Google AdWords when I can see CPC data in the url?
WORKING SESSION
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Advanced Troubleshooting Scenarios 7
Why isn’t there campaign information?
WORKING SESSION
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Advanced Troubleshooting Scenarios 8
What's wrong with this picture?
WORKING SESSION
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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
#
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SECTION 3
Text messages - Advanced Tracking Sources - Advanced
Analytics Features
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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
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TEXT TRIGGERS
SMS
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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.
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ADVANCED TRACKING SOURCES CONFIGURATIONS
SOURCE
● UTM Parameters / Tracking Tags● Regular Expression ● Landing page vs Referring page● Negative Landing Pages● Position ● Google Analytics
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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
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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
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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
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POP QUIZ
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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
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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
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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
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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
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THANKS!Any questions?
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