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One ROI Tracking Trick to Rule Them All

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1 Why tracking ROI on the internet sucks What is the secret tracking rule How do I break it down into tracking I can understand Where can I make these tricks 2 The one tracking trick to rule them all 3 Examples to get you started TABLE OF CONTENTS How to track the ROI of content marketing and the promotion of it How to track the ROI of email Understanding your Lifetime Value and its impact on ROI
Why tracking on the internet sucks 1
ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED
GETTING TO THIS NUMBER USED BE SIMPLE
NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS
WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM
HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS
START YOUR TRIAL AT KISSMETRICS TODAY, IT’S MAD WORTH IT!
EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
The one tracking trick that rules all! 2
ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs
WHAT IS A UTM? DEFINITION
 A UTM (Urchin Tracking Module) is a group of tags appended to the end of a URL. When these tags are appended, it allows you track the specifics of your source.
MAKE YOUR UTM WITH GOOGLE Just Google “UTM Builder” to find Google’s UTM Builder
Keep a log of all your UTMs MAKE YOUR UTM WITH GSHEETS
USE OUR FREE CHROME EXTENSION effinamazing.com/utm
SHORTEN LINKS
CONTENT MARKETING EXAMPLE
RESEARCH + WRITING + PROMOTION = TIME
I TRACKED MY TIME TO MAKE THIS WEBINAR
IT ALL COMES BACK TO USING UTMS ON ALL OF IT!
FIND CAMPAIGN INFO IN GOOGLE ANALYTICS
CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE
TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT
EMAIL MARKETING EXAMPLE
WHAT UTMS WOULD I USE FOR EMAIL?
LOG INTO YOUR KISSMETRICS ACCOUNT Track your UTMs in the funnel for deeper analysis
UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS They appear exactly the same and are case sensitive
PAY PER CLICK EXAMPLE
USE THE ADWORDS DYNAMIC UTM VARIABLES UTM
TRACK ROI OF YOUR PAID ACQUISITION
ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs

Publié dans : Marketing

One ROI Tracking Trick to Rule Them All

  1. 1. One ROI Tracking Trick to Rule Them All
  2. 2. @Kissmetrics #KissWebinar @ThueLMadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Dan, one of the original growth-hackers, has lead the teams at Code School and KISSmetrics to create massive growth. He previously founded the companies Fuelzee, Starter Studio, and Bootstrap Academy to name a few. He's currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy. DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw
  4. 4. @EffinAmazing #KissWebinar @DanielMcgaw
  5. 5. 1 Why tracking ROI on the internet sucks What is the secret tracking rule How do I break it down into tracking I can understand Where can I make these tricks 2 The one tracking trick to rule them all 3 Examples to get you started TABLE OF CONTENTS How to track the ROI of content marketing and the promotion of it How to track the ROI of email Understanding your Lifetime Value and its impact on ROI
  6. 6. Why tracking on the internet sucks 1
  7. 7. ROI IS SUPPOSED TO BE MONEY EARNED MINUS MONEY INVESTED
  8. 8. GETTING TO THIS NUMBER USED BE SIMPLE
  9. 9. NOWADAYS THERE IS SO MANY DIFFERENT CHANNELS
  10. 10. WHAT IS EVEN WORSE IS THERE ARE TOO MANY TOOLS TO TRACK THEM
  11. 11. HOPEFULLY YOU ALL HAVE GOOGLE ANALYTICS
  12. 12. START YOUR TRIAL AT KISSMETRICS TODAY, IT’S MAD WORTH IT!
  13. 13. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
  14. 14. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
  15. 15. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
  16. 16. EVEN WITH THESE HURDLES YOU NEED TO KNOW THE ROI OF
  17. 17. The one tracking trick that rules all! 2
  18. 18. ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs
  19. 19. WHAT IS A UTM? DEFINITION
 A UTM (Urchin Tracking Module) is a group of tags appended to the end of a URL. When these tags are appended, it allows you track the specifics of your source. EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation
  20. 20. WHAT IS A UTM? EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation
  21. 21. EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
  22. 22. EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
  23. 23. EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
  24. 24. EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: kissmetrics Campaign Term: segmentation WHAT IS A UTM?
  25. 25. EXAMPLE
 http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_ content=kissmetrics&utm_term=segmentation LET’S BREAK IT DOWN Website URL: http:// effinamazing.com Campaign Source: google Campaign Medium: cpc Campaign Name: product Campaign Content: Campaign Term: segmentation WHAT IS A UTM?
  26. 26. CAMPAIGN SOURCE ?utm_source=google This is the referrer of the traffic to your page. This is normally the website, platform or tool you posted your link on. EXAMPLES Google
 Facebook Twitter Mailchimp Outbrain Reddit
  27. 27. CAMPAIGN MEDIUM ?utm_medium=cpc This is the marketing medium that referred the traffic. Unlike the source, it tracks the type of traffic. EXAMPLES cpc
 banner-ad email post tweet article-link
  28. 28. CAMPAIGN NAME ?utm_campaign=product This acts as the identifier for a specific campaign, product or offering that you’re driving traffic to. EXAMPLES spring-sale social10152015 product your promo code (25off)
  29. 29. CAMPAIGN CONTENT ?utm_content=kissmetrics This is an optional part of a UTM, but allows you to easily differentiate between ads on the same channel. Good for A/B testing ad copy. EXAMPLES content-a content-b Optional
  30. 30. CAMPAIGN TERM ?utm_term=segmentation This is also an optional part of a UTM, but allows you to easily differentiate between different ad keywords. EXAMPLES Your Key Word
  31. 31. TWEET OF THE DAY If you are not measuring it, what is the point in even doing it? @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
  32. 32. MAKE YOUR UTM WITH GOOGLE Just Google “UTM Builder” to find Google’s UTM Builder
  33. 33. Keep a log of all your UTMs MAKE YOUR UTM WITH GSHEETS
  34. 34. USE OUR FREE CHROME EXTENSION effinamazing.com/utm
  35. 35. SHORTEN LINKS Becomes bit.ly/1ZPFwbh This http://effinamazing.com/? utm_source=google&utm_medium=cpc&utm_campaign=product&utm_conte nt=kissmetrics&utm_term=segmentation
  36. 36. Examples to get you started 2
  37. 37. CONTENT MARKETING EXAMPLE
  38. 38. RESEARCH + WRITING + PROMOTION = TIME
  39. 39. I TRACKED MY TIME TO MAKE THIS WEBINAR
  40. 40. I TRACKED MY TIME TO MAKE THIS WEBINAR
  41. 41. IT ALL COMES BACK TO USING UTMS ON ALL OF IT! http://effinamazing.com/?
 utm_source=kissmetrics& utm_medium=webinar&
 utm_campaign=utm-tool&
 utm_content=roi-and-utm
  42. 42. FIND CAMPAIGN INFO IN GOOGLE ANALYTICS
  43. 43. CONNECT UTM FROM THE CAMPAIGNS BACK TO REVENUE
  44. 44. TAKE THE MONEY MADE AND SUBTRACT THE MONEY SPENT
  45. 45. EMAIL MARKETING EXAMPLE
  46. 46. WHAT UTMS WOULD I USE FOR EMAIL?
  47. 47. UTM Example http://taskrabbit.com/?
 utm_source=campaignmonitor& utm_medium=email&
 utm_campaign=summer-savings&
 utm_content=find-help WHAT UTMS WOULD I USE FOR EMAIL?
  48. 48. LOG INTO YOUR KISSMETRICS ACCOUNT Track your UTMs in the funnel for deeper analysis
  49. 49. UTMS ARE AUTOMATICALLY READ BY MOST WEB ANALYTICS TOOLS They appear exactly the same and are case sensitive
  50. 50. PAY PER CLICK EXAMPLE
  51. 51. USE THE ADWORDS DYNAMIC UTM VARIABLES UTM Example http://gnc.com/?
 utm_source=adwords& utm_medium=ppc&
 utm_campaign=summer-savings&
 utm_term={keyword}
  52. 52. TRACK ROI OF YOUR PAID ACQUISITION
  53. 53. ALL CHANNELS AND ANALYTICS TOOLS WORK WITH . . . UTMs
  54. 54. DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw dan@effinamazing.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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