tracking + conversions - conrad o'connell
DESCRIPTION
Presentation on the basics of tracking, conversions and justifying spend through data analysis. Presented by Conrad O'Connell on behalf of Interactivity Digital at IDMYR, a local one day event.TRANSCRIPT
PAIDOWNED
EARNED
Tracking & Conversions: Finding What Works
Conrad O'ConnellSaturday, September 21, 13
Tracking & Conversions
PopQuiz
Saturday, September 21, 13
Tracking & Conversions
How many people visited your website
last week?
Saturday, September 21, 13
Tracking & Conversions
How many people converted on your website last week?
Saturday, September 21, 13
Tracking & Conversions
What percentage of your traffic is from
search engines?
Saturday, September 21, 13
Tracking & Conversions
Can you answer this:
I know how much money my online efforts
generate.
Saturday, September 21, 13
Tracking & Conversions
Why?
Saturday, September 21, 13
Tracking & Conversions
Why
Measure Success
Capture Goals
Calculate ROI
Saturday, September 21, 13
Tracking & Conversions
Measuring Success
Did it work?
Where did it come from?
What’s working the best?
Saturday, September 21, 13
Example:
Organic visitor conversion
Referral visitor conversion
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Capture Goals
What’s my goal?
KPI
Where do I want to be?
Saturday, September 21, 13
Tracking & Conversions
Example:
Saturday, September 21, 13
Tracking & Conversions
Calculate ROIEffective Channels
Lowering Marketing Costs
How much is it worth?
Saturday, September 21, 13
Tracking & Conversions
Calculate ROI
Saturday, September 21, 13
Tracking & Conversions
Okay, fine.
Saturday, September 21, 13
Tracking & Conversions
So what can I track?
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
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)
Saturday, September 21, 13
Tracking & Conversions
That’s it.
Saturday, September 21, 13
Tracking & Conversions
Useful Tracking
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Common Trackable ItemsWeb Form Submissions
Filled out a contact form
Email Signups
E-Commerce
Where people click
Saturday, September 21, 13
Tracking & Conversions
Other forms of tracking and testing?
Saturday, September 21, 13
Tracking & Conversions
A/B Testing
Changing elements
Find what works best
Validation of design
Saturday, September 21, 13
Tracking & Conversions
A/B Testing
Saturday, September 21, 13
Tracking & Conversions
A/B Testing
Increased click-through rates
144%
Saturday, September 21, 13
Tracking & Conversions
A/B Testing
Adding better feature lists
Easier to read design
Saturday, September 21, 13
Tracking & Conversions
Without tracking and collecting data
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
However, with tracking and
collecting data
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13
Tracking & Conversions
Using that data
Saturday, September 21, 13
Tracking & Conversions
Using data to make better decisions
Know what works!
Example:
Maybe your mobile visitors convert worse
Saturday, September 21, 13
Tracking & Conversions
Example:
Maybe your mobile visitors convert worse
Saturday, September 21, 13
Tracking & Conversions
9%
32%59%
Desktop Mobile Tablet
12%10%
78%
Desktop Mobile Tablet
Traffic Revenue
Saturday, September 21, 13
Tracking & Conversions
Now you can make a decision based on real
data
Saturday, September 21, 13
Tracking & Conversions
“Let’s create a mobile site”
Saturday, September 21, 13
Tracking & Conversions
“Let’s create a mobile site”
Mobile conversion
double
Revenue Increases
Over $215,000
Saturday, September 21, 13
Tracking & Conversions
“Let’s create a mobile site”
“Absolutely”
Saturday, September 21, 13
Tracking & Conversions
How it all works together
Social
Paid Traffic
Organic
Saturday, September 21, 13
Tracking & Conversions
Direct + Organic 24%Social + Organic 1%Direct + Referral 7%
Multi-Channel Conversions
Saturday, September 21, 13
Tracking & Conversions
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
Saturday, September 21, 13
Tracking & Conversions
Saturday, September 21, 13