web analytics champs (wach) measuring online marketing campaign performance using google analytics...

Web Analytics Champs (WACH)

Measuring Online Marketing Campaign Performance Using Google Analytics

Behdad BaratiWeb and Digital Analytics Consultant

Cyberlitix Technologies Inc.

Cyberlitix Technologies 2012 All rights reserved

Important Notices


• You agreed to WACH disclaimer, goo.gl/Y0WOM

• Join WACH at bit.ly/vanWach• #VanWACH• Recording this meeting• Next meetup on Monday March 19th:

Omniture • Two days Google Analytics Training

Program on March 23rd, and 24th, register at: bit.ly/toGAM

• Upcoming webinars; Social Media Analytics, Date/Time will be announced


http://goo.gl/Y0WOM

http://bit.ly/vanWach


http://bit.ly/toGAM

http://bit.ly/toGAM

Outline


o Benefit of Online Campaign Trackingo How to Track a Campaigno Best KPIs to Measure Performanceo Custom Segmentso Q/A


Benefit of Online Campaign Tracking


• Which marketing campaigns are driving the best traffic to the site

• How many visitors are coming to website from the campaigns

• What campaign creates more engagement

• Which campaigns create more conversion


Problem


• Google Analytics collects referrer from HTTP header

http://www.facebook.com/l.php?u=http%3A%2F%2Fbyzblog.com%2F2012%2F03%2F01%2Fsocial-media-performance-analysis-a-time-saver-approach%2F&h=QAQFtNfKKAQE2CJ27UEaSHCUj-wCw9VAQQjbWHCc7tywGTw


• HTTP referrer is not enough to differentiate multiple delivery methods

• Cases like:– Facebook Pages and profile– Linkedin Groups and profile– Twitter Accounts– Emails– Banner ad– Text Link


How to Track a Campaign


Google Analytics uses Link Tagging Technique for campaign tracking

/?utm_source=”Campaign Source”&utm_medium=”Campaign Medium”&utm_campaign=”Campaign Name”

Example: http://www.mywebsite.com/?

utm_source=facebook&utm_medium=page&utm_campaign=Feb_Ad_Campaign_12



Variable Meaning

utm_sourceThis is where you post your link, like email, facebook, or linkedin

utm_mediumThis shows how the url is being delivered, like email content, or facebook page

utm_campaignIt is simply the campaign name, pick what makes it easier to refer to it in the future, like Campaign1, or EmailCampaignJun2011

• Analytics tools provide a URL builder tool for link tagging

• Google Analytics provides Google URL Builder

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578





• Details of Marketing Campaign Tracking with Google Analytics at:

http://cyberlitix.com/blog/marketing-campaign-tracking-with-google-analytics/




Create an Standard


• Always create and standard for data consistency among campaign tracking

• Use a spreadsheet to keep a record of what you have already defined


Considerations


• Google Analytics uses UTMZ cookie to keep campaign values

• UTMZ expires in six month• Use _setCampaignCookieTimeout()

to change the expiry duration

• Example:Cookie expires in a day

_gaq.push(['_setCampaignCookieTimeout', 86400000]);

Cookie expires when closing the browser_gaq.push(['_setCampaignCookieTimeout', 0]);


• Some link tags interferes with SEO• Use _setAllowAnchor() and append

URL tags with # instead of ?

• Example:Add _gaq.push(['_setAllowAnchor', true]); to GA

snippet

Tagged URL can be:http://mysite.net/

index.html#utm_source=In+House&utm_medium=email&utm_campaign=Fall+email+offers


• More technical details here: http://code.google.com/apis/analytics/docs/gaJS/gaJSApiCampaignTracking.html#_gat.GA_Tracker_._setCampaignCookieTimeout


http://code.google.com/apis/analytics/docs/gaJS/gaJSApiCampaignTracking.html



• Be careful with Redirection, make sure redirected page persists the tag values to next page

• Third part redirections sometimes add your URL as a tag to their URL and campaign tags won’t be collected in GA

• Test encoded URLs with adding ?test=test before creating a campaign tagged URL


My Best KPIs


• Depends on your business size and nature, you need to look at different KPIs

• In general, look into three major areas:– Acquisition– Behaviour– Conversion


• Visitor Acquisition– Number of Visitors– New vs. Returning

• Engagement– Bounce– Depth of Visit– Return Rate

• Outcome– Conversion Rate– Rate of Purchase


I Love Segmentation!


• Return Rate


What’s Next

• Join WACH at bit.ly/vanWach if not a member yet

• A Book is coming out and you all get a free copy

• Next meetup on Monday March 19th: Omniture • Two days Google Analytics Training Program on

March 23rd, and 24th, register at: bit.ly/toGAM• Upcoming webinars; Social Media Analytics,

Date/Time will be announced




http://bit.ly/toGAM

http://bit.ly/toGAM

Thank You

Happy Analytics

[email protected]@infiwiz


mailto:[email protected]

web analytics champs (wach) measuring online marketing campaign performance using google analytics...

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