In the real world, marketing happens online and offline. What metrics matter most when you're reviewing your site analytics? What is Google Analytics really telling me? How do I track offline data? Join Caitlin Kaluza, Marketing Manager at Schipul - The Web Marketing Company to learn how to assess your site analyics for actionable steps, along with tips and tools for learning the most from your data - online and offline.

1. Web Metrics in the Real World
Are You Counting What Really Matters?
Caitlin Kaluza
Marketing/ Communications Manager
Schipul – The Web Marketing Company
@qcait
caitlin@schipul.com

2. About Caitlin
@qcait // #sunshine2012

3. What We’ll Go Over
1. Making Sense of Online Data
2. Defining Goals & Conversions
3. Rank Isn’t Everything
4. Tips for Tracking Offline Data
@qcait // #sunshine2012

4. The “Easy” Scenario
1. Bid on keyword “pay my TXU bill”
2. Someone searches “pay my TXU bill” &
sees an ad with a title “Pay your TXU bill
online”
3. Visitor clicks through to Landing page to
pay TXU Bill - cost to you is $0.20
4. You get $1.50 for every conversion -
need to convert >13% to make a profit
@qcait // #sunshine2012

5. The Real World
• Event Leads
• Newsletter Signups
• Contact Forms
• Traffic from your Facebook Fan Page? Twitter?
YouTube? Google+?
• Phone Calls
• Long Sales Process
@qcait // #sunshine2012

6. Making Sense of Online Data
@qcait // #sunshine2012

7. Definitions
• Visits Number of instances
of a visit
• Pageviews Total views of all
pages across the site
• Bounce Rate People who
landed on one page & left
without clicking anywhere
else (we like to see <50%)
• New Visits Based on a
cookie in your browser (not
computer)

8. Top 5 Metrics
1. Traffic Trends
2. Sources
3. Keywords
4. Content
5. Conversion Path
@qcait // #sunshine2012

9. Visit
Trends
• Compare month over month AND year over year
• Be aware of seasonal trends – your traffic should
mirror trends in your business
• Pages/Visit, Time on Site Measure Engagement
@qcait // #sunshine2012

10. Traffic Sources
• Visits from Search
• Keywords –
especially non-
branded
• Traffic from Social
Media, YouTube, p
artners, media, et
c.
@qcait // #sunshine2012

11. Content
• Look for what
changed
• Measure new
content
• Audience >
Visitors Flow
@qcait // #sunshine2012

12. Geography
• Are you hitting the
geography you expect?
• Where are the
opportunities?
@qcait // #sunshine2012

13. Mobile
• Mobile is 5-10%
for average
Schipul client
• “Operating
System” shows
iPhone vs.
Android
• Audience >
Mobile > Devices
@qcait // #sunshine2012

14. Defining Goals & Conversions
@qcait // #sunshine2012 Photo credit: flickr.com/photos/seeminglee/4041872282

15. What is the Goal?
• What is the goal of your website?
• What is a Conversion?
– Fill out contact form
– Donate/Volunteer
– Call
– View a key page – contact, driving
directions, menu
– Tip: Ask your Sales Guys
@qcait // #sunshine2012

16. Goal Set Up
• Goals are located in Settings
• Allowed 4 sets of 5
• Three types:
– URL Destination (i.e. form confirmation page)
– Time on Site
– Pages/Visit
• Adds a tab to all reports
@qcait // #sunshine2012

17. Goal
Set Up
Admin > Goals
@qcait // #sunshine2012

18. Funnel Reporting
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19. Goal Tab
@qcait // #sunshine2012

20. Social Media Conversions
Traffic Sources > Social > Conversions
@qcait // #sunshine2012

21. Test, Test, Test
• “There is no such thing as a
marketing argument, only a
marketing test”
• Try to test one thing at a time
• Test for 1 month if possible
@qcait // #sunshine2012

22. Set Up Campaigns
@qcait // #sunshine2012 Photo credit: flickr.com/photos/idogcow/391609724

23. Set Up Campaigns
• You can essentially set up anything as a Campaign
using Google URL Builder
• Add tracking code to any URL to notify Google
Analytics what campaign it came from
• Allows for
– A/B testing
– Tracking data within one source
– Newsletter Tracking
@qcait // #sunshine2012

24. Example Scenario
• Which Donate Link is Better?
• Set up each as a separate campaign
@qcait // #sunshine2012

25. Results
• In Analytics:
Traffic Sources >
Campaigns
• Red Button gets 4x
visits
@qcait // #sunshine2012

26. Set Up Campaigns
URL will look like:
http://houstonzoo.org/support/?utm_source=
houstonzoo&utm_medium=template_top_ba
nner&utm_campaign=Tiger_Donate_Link
@qcait // #sunshine2012

27. Google URL Builder
• Start with URL
• Define
Source,
Medium,
Name
• Term &
Content are
optional
• Generate URL
@qcait // #sunshine2012

28. Be Consistent!
• Example Sources: • Example Name:
– google – oct2011newsletter
– newsletter – Annualconference2011
– event – Tip: Include Year
• Example Medium:
– cpc
– banner
– email
– link
@qcait // #sunshine2012

29. Tracking Offline Interaction
@qcait // #sunshine2012 Photo credit: flickr.com/photos/billybrown00/4982722491

30. Tips for Tracking Offline
Involve Sales in the SEO
process!
– Have them ask
prospects
– Add optional field to
contact forms
– Document in CRM or
Google Doc
@qcait // #sunshine2012

31. Call Tracking Software
• Be wary of posting separate number – Google
uses to verify Google Places/Google+ Local
• Adwords Call tracking tool
@qcait // #sunshine2012

32. Calculating Your Conversion Rate
• Example
– 50% of contact forms lead to a phone call
– 40% phone calls lead to a meeting
– 75% meetings lead to a proposal
– 50% proposals close
– 7% contact form lead to close
• How much do you need to Increase Traffic to
move the needle?
@qcait // #sunshine2012

33. Rank Isn’t Everything
@qcait // #sunshine2012 Photo credit: flickr.com/photos/mobikefed/2855762756

34. Funnel of Search Engine Marketing
Impressions from Click through to Site Contact The Sale
Search Keywords • Site must be User Friendly • Email/ Call to Sales team • For Nonprofits, may be:
• Content must be Search for visitors to take action • Content must be • Membership
Engine friendly to rank • Is it clear what you do? convincing for visitor to Registration
well • Is there a clear call to take this step • Donation
• Make sure keywords you action? • Volunteer Application
focus on target the right • Are people engaged
audience with your content?
• Can visitors navigate
through easily?
@qcait // #sunshine2012

35. Keyword Impressions Report
Traffic Sources > Search Engine Optimization > Queries
@qcait // #sunshine2012

36. Google Webmaster Tools
Google.com/webmasters/tools
@qcait // #sunshine2012

37. Thanks! Questions?
Caitlin Kaluza @qcait
Marketing/Communications Manager
at Schipul – The Web Marketing
Company
TheSEMBlog.com
@qcait // #sunshine2012 // slideshare.net/qcait