Google Analytics: Going Beyond Traffic | MIMA Summit 2011

Beyond Traffic In Google Analytics

Jeff SauerThree Deep Marketing

www.threedeepmarketing.com651-789-7701

@jeffsauer | @threedeep | #mimasummit

http://www.threedeepmarketing.com/?utm_source=slideshare&utm_medium=presentation&utm_campaign=mima-summit-ga-2011

How can I go further with Google Analytics?

Learn how to track: • Page Load Time• Social Button Interactions• Video Interactions• Phone Calls• Offline Marketing• CRM Integration• Mobile Websites & Apps

Multi-Channel Funnels

Google Analytics Real Time

www.threedeepmarketing.com | @jeffsauer | @threedeep

Track Page Load Time

Page Load Time

Problem: We’ve been told one of our pages is running slow, but our developers can’t recreate these problems on their machines. They are also militant. Is there a program that can track page load times?


Why is Site Speed Important?


People want things NOW!

1 Step: Add Code to Tracking

also available on many Google Analytics plugins

What it Looks Like

Reports > Content> Site Speed

Keep in mind the page load sample size

Fix Site Speed Issues


http://3deep.co/pg-speed

http://3deep.co/pg-speed

Track Social Button Interactions

Tracking Social Button Interactions


Problem: I have added +1, Twitter and Facebook buttons to my site because everyone else has them. How do I know if people are actually interacting with our “like”, “tweet”, “share”, or “+1” buttons?

Social Button Tracking 101

• Google +1 button comes preconfigured• Everything else requires the following:


_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);

Social Button Tracking 101


_gaq.push ({‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);

Your page with the Social button

Only for customizingPage paths

What Social Tracking Looks Like


source: meadigital.com

Social actions aggregated throughout the day

Social network action segmented by post

Visitors>Social>Social Action

Track Social Button Interactions


http://3deep.co/social-ga



Tracking Video Interactions

Video Interactions


Problem: We put all of our money into making YouTube videos and never imagined that our bosses would want to measure performance. How do we track video interactions?

What Videos Can We Track?


Step 1: Determine Video to Track


http://www.youtube.com/watch?v=klSLQJKuZKU&feature=channel_video_title

Grab the YouTube Video ID code

Step 2: Place Code on Page


http://3deep.co/ytcoder

Grab JavaScript code from

and place on website

http://3deep.co/ytcoder

Step 3: Edit States and Videos


Choose which states you want included in your event report

Ignore the rest

Change the title and video id to match your YouTube videosas well as the div container if necessary

Step 4: Add div tags to HTML


Other Methods


http://3deep.co/ytjshelp

YouTube provides more JavaScript instruction at:

Flowplayer.org

For Flash videos and event tracking, we recommend:

http://3deep.co/ytjshelp

What it Looks Like


All the defined interactions taken by the visitors

Bonus: Google Analytics in YouTube


Add GA to your Premium YouTube

Channel!

YouTube Analytics IRL


Same metrics as a usual dashboard

Track what queries people are using to get to a video

Understand which of your videos people are watching

Tracking Phone Calls

Phone Call Tracking

Problem: Only half of our visitors fill out a web form. The others call our contact center, making it difficult to judge ROI. How do we attribute phone calls to our search campaigns?


Solution

Partner with a company specializing in phone call tracking:


Have Phone Calls Post Back to Website

What it Looks Like


Find out what keywords/ads generated leads and configure goals to understand economic value of calls generated

Tracking Offline Marketing

Offline Marketing Tracking

Problem: We have no idea if offline marketing drives visitors to our site. It’s not something we have been able to measure before. How can we measure?


Offline Marketing Tracking

Once you have your segment, use the GA URL Builder to build tracking, then send to a QR code or link shortener


3deep.co/GAURLBuilderYour web page

Add your segments into the builder as content or term

www.VanityURL.com

Use Your Link for Your Print Marketing


A QR code isn’t enough. Make sure you use campaign tracking codes!

Do you think marketing on a billboard is still valid? Stop guessing, start measuring!

Dear Valued Customer…

3deep.co/mimajs

What it Looks Like


Your segments will show up under Traffic Sources > Campaigns

CRM Integration

A Comprehensive View of the Customer

Problem: When I ask a customer how they found us, their answers are questionable at best. Can I eliminate the guesswork?


The Basics of CRM Integration


1. Extract the visitor’s source data from the __utmz cookie2. Manipulate data as needed3. Place data in hidden form fields

Your Web Form

JavaScript Code

Standard CRM data

GA Data

ServerCRM

How Do You Do This?

1. Code it

2. Hire a Google Analytics Certified Professional to assist

3. Use CRM Applications with built in GA Integration

http://bitly.com/bundles/threedeep/1

http://bitly.com/bundles/threedeep/1

What it Looks Like

CRM Data GA Data

Mobile Websites & Apps

Analytics of Those On-The-Go

Problem: We make cool apps. Measuring things isn’t cool, so we never thought to put tracking on our app. Now my boss wants answers. Help!


Google Analytics for Mobile Websites

• Google Analytics for Mobile contains tracking code for sites that use PHP, JSP, ASP.NET, or Perl

• Instructions can be found at:


http://3deep.co/3DGAMobile

http://3deep.co/3DGAMobile

Google Analytics for Mobile Apps

1. Download SDK’s (Software Development Kit) from

2. Create a separate analytics profile for mobile

3. SDK Available for iPhone and Android


http://3deep.co/GA-SDK

http://3deep.co/GA-SDK

Google Analytics for Mobile Apps


Track Pageviews:

or Events:

http://3deep.co/3diphoneGA

Track via pageview Track via event

http://3deep.co/3dandroidGA

Screenshots from Jason A. Cooper and icodeblog





Google Analytics - More Wow

Multi Channel Funnels

Pro Tip: Define Custom Channels

Google Analytics in Real Time


This Was Supposed to be a Real Time Demo

How can I go further with Google Analytics?

Learn how to track: • Page Load Time• Social Button Interactions• Video Interactions• Phone Calls• Offline Marketing• CRM Integration• Mobile Websites & Apps

Multi-Channel Funnels

Google Analytics Real Time


More Google Analytics Pro Tips

• Switch to New Google Analytics Interface NOW• Preserves date range across profiles• Link Multiple AdWords Accounts• Site Speed and Social Button Tracking• You can uncheck default segment (all traffic)• Multi Channel Funnels• Improved Custom Reports

• View Graphs by Week and by Month• Compare Graphs to Past• More features to come…


Questions?www.threedeepmarketing.com | @jeffsauer | @threedeep

Special Thanks to @dianekulseth for her hard work and research

Download my presentation here: 3deep.co/MIMA2011GA

Google Analytics Training 3deep.co/GATraining2011• 101 & 102 October 25• 201 & 202 November 1 • 301 & 302 November 15

How’d I do? www.surveymonkey.com/s/2011_sauer Password: mimasummit

Rate the Summit: www.surveymonkey.com/s/mima_summit_2011 Password: mimasummit

http://3deep.co/MIMA2011GA

http://3deep.co/GATraining2011

http://www.surveymonkey.com/s/2011_sauer



http://www.surveymonkey.com/s/mima_summit_2011



Google Analytics: Going Beyond Traffic | MIMA Summit 2011

Technology

Transcript of Google Analytics: Going Beyond Traffic | MIMA Summit 2011