This presentation is from the Austin Internet Marketing Meetup from David Vogelpohl, founder and CEO of Marketing Clique, which took place June 26, 2012 in Austin, TX. Learn how to use Google Analytics to track conversions like sales, leads, phone calls (you heard me), opt-ins and more! Weighted goal tracking is a great way to determine the true value of your online marketing campaigns. I'll even share the exact same custom report settings I provide to all of my clients who use Google Analytics. About David David Vogelpohl is the founder and CEO of Marketing Clique, an agency which helps clients build websites, develop mobile apps and market their service online. David has nearly 15 years of online marketing experience, including managing and promoting complex affiliate programs across a variety of platforms.

1. Mastering ROI with Google Analytics
David Vogelpohl
@davidvmc
#asmeetup
Web Development & Mobile Apps &
Online Marketing Mobile Web

2. Nerd Alert!
Useful information ahead and
a cheat sheet at the end

3. E=MC2
Universal formula
Value – Cost = ROI

4. The traditional view of value
Value = Sales

5. What else drives value?
Sales
Social
Clicking on Ads
Phone Calls
Value Contact Forms
Website Chat
Lead Forms Email Subscriptions

6. Benefits of weighted goal values
Shed light on partially
successful campaigns
Identify strategies that
drive engagement
Track value your
competitors are missing
Optimize engagement to
sales funnels

7. Define your goals and weights
Goal Value
Sale $150
Social $2
Phone Calls $20
Website Chat $10
Lead Forms $50
Clicking on Ads $.50
Contact Forms $5
List Subscriptions $10

8. URL Destination
Examples: Contact Forms, Signup
Processes, Lead Forms, Phone Calls, List
Subscriptions. Must be a web page!
How to set it up:
1. Log into Google Analytics
2. Click Admin
3. Click “Goals” sub-tab
4. Click “+ Goal”
5. Select “URL Destination”
6. Define your “Goal Value”
marketingclique.com/url-destinations

9. onclick / onsubmit Events
Examples: Clicking on
Ads, Contact/Lead/Signup/List Forms
without “Thank You” pages, website
chat, playing a video, etc.
How to set it up:
1. Insert the onclick/onsubmit event
code in the HTML of your website
2. Log into Google Analytics
3. Click Admin
4. Click “Goals” sub-tab
5. Click “+ Goal”
6. Select “Event”
7. Define “Goal Details”. Usually
“Category” & “Action” will do.
8. Set your “Goal Value”.
Not sure of your “Goal Details”?
marketingclique.com/gan-events Click Standard Reporting, Content, Events, Top
Events to see a list of events which are tracking.

10. Tracking Resources
Examples: Sources of traffic,
keywords, specific ads, social
linking, campaigns
How to set it up:
1. Go here
marketingclique.com/gan-
tracking
2. Use dashes in your tags instead
of spaces
3. Generate the URL
4. Use the URL to link your
creative to your website.

11. Custom Reports
marketingclique.com/gan-report

12. Evaluating Reports
Resource Goal Value Cost eROI%
Google $25,000 $10,000 150%
(Goal Value – Cost) / Display Ads $6,500 $5,000 130%
Cost = eROI% Landing A $12,500
Landing B $11,500

13. What’s next?
Evaluate engagement to sales data
Make sure to track actual ROI!
Adjust your goal values
<$>event</$> Consider custom event values based on
sources of traffic
Sign up for Snap Engage
Sign up for ifbyphone

14. “Optimizing WordPress for Speed and Conversions”
David Vogelpohl, Chris Pearson, Nick Reese
August 12-14 New York, NY
David Vogelpohl
@davidvmc
Web Development & Mobile Apps &
Online Marketing Mobile Web