One ROI Tracking Trick to Rule Them All

@Kissmetrics

#KissWebinar

@ThueLMadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up

as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him

hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Dan, one of the original growth-hackers, has lead the teams at Code School and KISSmetrics to create massive growth.

He previously founded the companies Fuelzee, Starter Studio, and Bootstrap Academy to name a few. He's

currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy.

DAN MCGAW Founder and CEO, Effin Amazing

@DanielMcgaw

@EffinAmazing

#KissWebinar

@DanielMcgaw

1 Why tracking ROI on the internet sucks

What is the secret tracking rule

How do I break it down into tracking I can understand

Where can I make these tricks

2 The one tracking trick to rule them all

3 Examples to get you started

TABLE OF CONTENTS

How to track the ROI of content marketing and the promotion of it

How to track the ROI of email

Understanding your Lifetime Value and its impact on ROI

Why tracking on the internet sucks

1

ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED

GETTING TO THIS NUMBER USED BE SIMPLE

NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS

WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM

HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS

START YOUR TRIAL AT KISSMETRICS TODAY, IT’S MAD WORTH IT!

EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF

The one tracking trick that rules all!

2

ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . .

UTMs

WHAT IS A UTM?

DEFINITION A UTM (Urchin Tracking Module) is a group of tags appended to the end of a URL. When these tags are appended, it allows you track the specifics of your source.

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

WHAT IS A UTM?

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc

Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc

Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation

WHAT IS A UTM?

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc

Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation

WHAT IS A UTM?

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc

Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation

WHAT IS A UTM?

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc

Campaign Name: productCampaign Content: kissmetricsCampaign Term: segmentation

WHAT IS A UTM?

EXAMPLEhttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

LET’S BREAK IT DOWNWebsite URL: http://effinamazing.comCampaign Source: google Campaign Medium: cpc

Campaign Name: productCampaign Content: Campaign Term: segmentation

WHAT IS A UTM?

CAMPAIGN SOURCE

?utm_source=google

This is the referrer of the traffic to your page. This is normally the website, platform or tool you posted your link on.

EXAMPLESGoogleFacebookTwitter

MailchimpOutbrainReddit

CAMPAIGN MEDIUM

?utm_medium=cpc

This is the marketing medium that referred the traffic. Unlike the source, it tracks the type of traffic.

EXAMPLEScpcbanner-ademail

posttweetarticle-link

CAMPAIGN NAME

?utm_campaign=product

This acts as the identifier for a specific campaign, product or offering that you’re driving traffic to.

EXAMPLESspring-salesocial10152015product

your promo code (25off)

CAMPAIGN CONTENT

?utm_content=kissmetrics

This is an optional part of a UTM, but allows you to easily differentiate between ads on the same channel. Good for A/B testing ad copy.

EXAMPLEScontent-acontent-b

Opt

iona

l

CAMPAIGN TERM

?utm_term=segmentation

This is also an optional part of a UTM, but allows you to easily differentiate between different ad keywords.

EXAMPLESYour Key Word

TWEET OF THE DAY

If you are not measuring it, what is the point in even doing it?

@NEILPATEL

@Kissmetrics @EffinAmazing #KissWebinar

MAKE YOUR UTM WITH GOOGLE

Just Google “UTM Builder” to find Google’s UTM Builder

Keep a log of all your UTMs

MAKE YOUR UTM WITH GSHEETS

USE OUR FREE CHROME EXTENSION

effinamazing.com/utm

SHORTEN LINKS

Becomesbit.ly/1ZPFwbh

Thishttp://effinamazing.com/?utm_source=google&utm_medium=cpc&utm_campaign=product&utm_content=kissmetrics&utm_term=segmentation

Examples to get you started

2

CONTENT MARKETING EXAMPLE

RESEARCH + WRITING + PROMOTION = TIME

I TRACKED MY TIME TO MAKE THIS WEBINAR

I TRACKED MY TIME TO MAKE THIS WEBINAR

IT ALL COMES BACK TO USING UTMS ON ALL OF IT!

http://effinamazing.com/?utm_source=kissmetrics&utm_medium=webinar&utm_campaign=utm-tool&utm_content=roi-and-utm

FIND CAMPAIGN INFO IN GOOGLE ANALYTICS

CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE

TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT

EMAIL MARKETING EXAMPLE

WHAT UTMS WOULD I USE FOR EMAIL?

UTM Examplehttp://taskrabbit.com/? utm_source=campaignmonitor&utm_medium=email&utm_campaign=summer-savings&utm_content=find-help

WHAT UTMS WOULD I USE FOR EMAIL?

LOG INTO YOUR KISSMETRICS ACCOUNT

Track your UTMs in the funnel for deeper analysis

UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS

They appear exactly the same and are case sensitive

PAY PER CLICK EXAMPLE

USE THE ADWORDS DYNAMIC UTM VARIABLES

UTM Examplehttp://gnc.com/?utm_source=adwords&utm_medium=ppc&utm_campaign=summer-savings&utm_term={keyword}

TRACK ROI OF YOUR PAID ACQUISITION

ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . .

UTMs

DAN MCGAW Founder and CEO, Effin Amazing

@DanielMcgaw dan@effinamazing.com

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen tmadsen@kissmetrics.com

Questions?