prove marketing roi with campaign tracking in #googleanalytics
TRANSCRIPT
PRESENTERS:
Ryan LindsayRachel Dohmann
Webinar: Prove Marketing ROI with Campaign Tracking in #GoogleAnalytics
CONVERGE CONSULTING | 1.28.16
Ryan Lindsay
RACHEL DOHMANN
ABOUT CONVERGE
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AGENDA
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Campaign Tracking Overview
Governance Strategy For Campaign Tracking
Reporting on Campaigns Using Dashboards
Segmenting Data Using Campaigns
Campaign Tracking Case Study
AGENDA
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2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends
2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement
Campaign Tracking Overview
Default Channel Groupings
When Do You Use It?
http://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=spring-2016-
campaign&utm_content=video-1
http://gaconfig.com/
What Is It?
In The Reporting
The Three Facets
Source: “The brand name”facebook, newsletter, affiliate link, google
Medium:The bucketemail, social, cpc, ppc, display
Campaign:The message/contentdate, fall2014, alumni2014-8-15
Easier Than You Think
Set Campaign Goals
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AGENDA
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2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends
2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement
Governance Strategy
Make a Plan
Record Your Plan
That URL Is SO Long…
That URL Is SO Long…
All In One!
AGENDA
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2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends
2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement
Reporting Using Dashboards
Now What?
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?
?
The Data Starts Rolling In!
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Consolidating That Data
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Overall or Campaign Specific
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Takeaway: Downloadable Dashboard
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Import Your Dashboard Here!
Takeaway: Downloadable Dashboard
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Import Your Dashboard Here!
AGENDA
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2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends
2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement
Campaigns For Segmenting Data
Diving Deeper With Segmentation
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Diving Deeper With Segmentation
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Diving Deeper With Segmentation
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Accessing Segments
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Takeaway: Downloadable Segment
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Import Your Segment Here!
Takeaway: Downloadable Segment
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Import Your Segment Here!
AGENDA
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2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends
2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement
Campaign Tracking Case Study
CASE STUDY: TEXAS A&M FOUNDATION
Phase I
• Pre-Launch Assessment and Project Planning
• Domain and Sub-domain mapping
• Audience prioritization and goal mapping
Phase II
• Google Tag Manager creation and implementation
• Testing
Phase III
• Event tracking and goal implementation
• Dashboard reporting
Phase IV
• User ID Integration
• Dimension Widening (importing donor levels to attach to unique IDs)
PROJECT TIMELINE
SUBDOMAIN AND DOMAIN MAPPING
GOAL MAPPING
GOALS
1. Donate2. Contact Us3. Apply for a scholarship4. Apply for Maroon Coats
GOALS
CONVERSIONS
CAMPAIGN TRACKING
E-NEWSLETTER
ANALYSIS
Proposed Solutions
• Make sure it looks and
functions well on mobile
• 40-60% of consumers are
reading email on smartphones
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Overview: Landing Pages (top 10)
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Education Industry Email Averages
• Open Rate: 23.15%
• Click Thru Rate: 3.11%
• Hard Bounce: 0.60%
• Unsubscribe: 0.21%
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Open Rate Click Thru Rate Bounce Rate Unsubscribe
Industry Average 23.15% 3.11% 0.60% 0.21%
October 2014 23.42% 3.13% 1.66% 0.69%
November 2014 27.70% 3.40% 0.05% 0.48%
December 2014 24.00% 3.00% 0.07% 0.45%
January 2015 25.00% 3.00% 0.06% 0.37%
February 2015 26.00% 3.00% 0.25% 0.29%
March 2015 25.00% 4.00% 0.07% 0.22%
April 2015 24.85% 3.45% 0.33% 0.23%
TAMF Newsletters
Proposed Solutions: Main CTA
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Continue to segment CTAs (role based)
Overview: Compared to All
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Assisted Conversions
SOCIAL MEDIA
ANALYSIS
Overview: Landing Pages (top 10)
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Tuesday, December 16th, 2014
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Overview: Conversion Rates
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Facebook Campaigns
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Facebook Campaigns
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*Most variety
Facebook: Student-Impact
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Twitter Campaigns
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LinkedIn Campaigns
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Takeaways
• Facebook drive the highest quality traffic
• Giveaway content drive the most conversions, followed by
Maroon Coats
• Social is bringing in more new visitors, but they stay less
time and bounce more frequently
• 64% of social traffic is mobile
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Ask Yourself Questions
• Which channels are you spending the most time on?
Money? Does that line up with outcomes?
• Is it reasonable/worth it to match up more of the exact
social examples?
› Is this documented somewhere?
• Are we fully utilizing the giveaway conversions?
• Are the landing pages we’re driving to mobile friendly?
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OFFLINE TO ONLINE:
BUGLE CALL TRACKING
OPPORTUNITIES
USER ID AND DIMENSION WIDENING
Additional Converge Resources
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Converge Blog:- 7 Helpful Google Analytics Dashboards- Tracking Campaigns in Google Analytics- Converge Consulting’s Most Valuable Resources on Google
Analytics
Converge Webinars:- Google Analytics – Top 5 Things to Know- Why and How to Switch to Universal Analytics
NEXT WEBINAR
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