Tracking + Conversions - Conrad O'Connell

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Tracking & Conversions: Finding What Works

Conrad O'ConnellSaturday, September 21, 13

Tracking & Conversions

PopQuiz

Saturday, September 21, 13


How many people visited your website

last week?



How many people converted on your website last week?



What percentage of your traffic is from

search engines?



Can you answer this:

I know how much money my online efforts

generate.



Why?



Why

Measure Success

Capture Goals

Calculate ROI



Measuring Success

Did it work?

Where did it come from?

What’s working the best?


Example:

Organic visitor conversion

Referral visitor conversion




Capture Goals

What’s my goal?

KPI

Where do I want to be?



Example:



Calculate ROIEffective Channels

Lowering Marketing Costs

How much is it worth?



Calculate ROI



Okay, fine.



So what can I track?



_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)



That’s it.



Useful Tracking



Common Trackable ItemsWeb Form Submissions

Filled out a contact form

Email Signups

E-Commerce

Where people click



Other forms of tracking and testing?



A/B Testing

Changing elements

Find what works best

Validation of design



A/B Testing



A/B Testing

Increased click-through rates

144%



A/B Testing

Adding better feature lists

Easier to read design



Without tracking and collecting data



However, with tracking and

collecting data



Using that data



Using data to make better decisions

Know what works!

Example:

Maybe your mobile visitors convert worse



Example:

Maybe your mobile visitors convert worse



9%

32%59%

Desktop Mobile Tablet

12%10%

78%

Desktop Mobile Tablet

Traffic Revenue



Now you can make a decision based on real

data



“Let’s create a mobile site”




Mobile conversion

double

Revenue Increases

Over $215,000




“Absolutely”



How it all works together

Social

Paid Traffic

Organic



Direct + Organic 24%Social + Organic 1%Direct + Referral 7%

Multi-Channel 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


Tracking + Conversions - Conrad O'Connell

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