The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From
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Transcript of The Two Required Features of Google Analytics That Tell You Where Your Revenue Comes From
The Two Required Features of Google Analytics that Tell You Where Your Revenue Comes From
Lars LofgrenMarketing Analyst - October 2012 [email protected] - Confidential - Do not distribute
Shopping cart captures order info1
Your site builds the tracking code2
GA tracking code executes3
Sends data to GA servers4
How GA ecommerce tracking works
What if we can’t modify the shopping cart?
Many payment platforms severely restrict what you can do with the
checkout process.
What’s a virtual pageview?
We tell Google Analytics by hand that a pageview occurred when it didn’t.
Be careful with virtual pageviews
Only use them when you need to add a step to your funnel and URLs won’t
work.
Only use goal values when they lead to revenue
We don’t want to assign random values to our goals. If you can’t
connect a goal to revenue, leave it blank.
Each sale gets you $1001
You need 10 lead to get a sale2
Each lead is worth $103
Your lead gen form should have a goal value of $10
4
Let’s work through an example
How does Google Analytics assign credit?
Credit goes to the most recent traffic source (except for direct).
Marketing to new customers is undervalued1
Marketing to repeat customers is overvalued2
This creates distortions in your attribution
Customer data gets split up between multiple traffic sources.
Web analytics can’t track people over time
Q&A Time!Lars Lofgren
[email protected]@larslofgren