the two required features of google analytics that tell you where your revenue comes from
TRANSCRIPT
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
@larslofgren #KISSwebinar
We’ll cover...
How to get ecommerce working1
How to set up goals2
Q&A3
Our goal: connect data back to revenue
WHEN TO USEEcommerce
Use ecommerce tracking if you take credit cards
Google Analytics doesn’t do this by default
Step 1: Enable Ecommerce Tracking
DEMOTime
Step 2: Add ecommerce tracking code to your site
Every order will have slightly different code
vs
This isn’t a copy & paste job
Your website produces the code each time
Add the code to you payment confirmation page
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
Add it within your regular GA tracking code
DEMOTime
What if we can’t modify the shopping cart?
Many payment platforms severely restrict what you can do with the
checkout process.
You’re going to want help from a developer
WHAT IS AGoal?
A goal is a critical event for your business
Use ecommerce first, goals second
Account sign ups1
Newsletter sign ups2
Lead gen forms3
Downloads4
Google Analytics goal examples
The data you’ll have
We tell GA what our goals are
THE 4 GOALTypes
1. URL Destination
Every time someone views a page, the goal triggers.
DEMOTime
Funnels aren’t that flexible
They only work when your site has a series of consecutive steps.
Use event goals1
For funnels, use virtual pageviews2
What if we don’t have a unique URL?
What’s a virtual pageview?
We tell Google Analytics by hand that a pageview occurred when it didn’t.
This is what the virtual pageview code looks like:
Be careful with virtual pageviews
Only use them when you need to add a step to your funnel and URLs won’t
work.
DEMOTime
GOALValues
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
Recalculate goal values every 3-6 months
WHO GETS THECredit?
All traffic report from Google Analytics
How does Google Analytics assign credit?
Credit goes to the most recent traffic source (except for direct).
Let’s say Susan comes to your site
She discovers you via a Facebook post and buys
Next time, she uses an organic search and buys
Purchase #1: Facebook.com1
Purchase #2: Organic keyword2
Who gets the credit for each purchase?
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
You’ll need to use customer analytics.
To get a complete picture of your customers...
A revenue report that includes repeat purchases
Use KISSmetrics for long term tracking
