Google Analytics Setup and Measurement Strategy

Zach Morgan

CONTENTSSituation ………………………………………. 3

Purpose .………………………………………. 4

Audience ……………………………………… 5

Pages/Functionality ………………………….. 6

Site Goals …………………………………….. 7

Landing Pages ………………………………. 13

Wedding Campaign ………………………….14

Understanding The Visitor …………………. 16

Summary of Recommendations……………. 17 2

SituationCreate a digital marketing measurement strategy for the Ladera Resort website using google analytics to to achieve Ladera’s macro goal of online resort reservations by specifying and tracking detailed micro conversion goals.

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PurposeLadera’s website exists to give potential customers more background information about the resort in St. Lucia, pricing options and the opportunity to book an unforgettable romantic getaway reservation.

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Audience

Older CouplesRomantic Getaway

NewlywedsHoneymoons

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Main Pages and Functionalities The Resort

● Natural landing page● Brief overview about what makes the property so

special

Accommodations● List of basic and special amenities offered

Activities● Introduces the “Island Lifestyle” and all the

activities offered at the resort

Weddings● Packages and details● Learn more and concierge contact info

Dining● Lists unique options and gives background info on

its unique cuisine and top notch chef·

Rates and Special Offers● Rates● Honeymoon Packages ● Promotions● Peak To Beach● Romantic Getaways

Gallery● Photos● Videos

Contact Us● List of contacts● Submit Contact Request

Press● Press Coverage● Press Releases● Awards & Accolades

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Site Goals

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Configured at the view level in the Google Analytics

dashboard, Goals can be applied to specific pages or

screens Ladera’s users visit, how many

pages/screens they view in a session, how long they

stay on Ladera’s site, and the events they trigger

while they are there.

Because each goal can have a monetary value,

Ladera can see how much that conversion is worth

and focus on the highest value conversions. When a

visitor to your site performs an action defined as a

goal, Analytics records that as a conversion.

Site Goals - Macro-conversion Funnel

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Once someone is aware of their desire to book a romantic getaway or wedding destination they may take action to learn

more about the problem. Search Inquiries, reading blogs, etc

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Individuals are now apart of the discussion. They like, comment, and

share Ladera’s content, and may even share opinions on their own channels!

Now they want to be involved somehow or book a reservation of their own.. Ladera has made an impact on the

vacation they desire and they book a reservation .

Interest

Interaction

Engage

Book a Reservation

Site Goals

Ledera’s Macro Goal = Customer Booking a Reservation

- Macro and Micro

For any website, and especially for an ECommerce platform, it is important to identify the macro goal and the steps the consumer takes in their progression toward that goal.

Micro goals are the achievements that encourage a user toward completing the macro goal. For example, reading customer reviews and product specifications might be micro goals that encourage the macro goal of purchasing the product. After identifying Leder’s specific micro goals we will be able to track these through goal reports.

Ledera’s Micro Goals =

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Site visits, page views, video views, brochure downloads, email list

subscriptions, contact form requests, availability requests

Book a Reservation

Site Goals

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Setting Up

Site Goals

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- Choices For Ladera

We will set up these specific goals to better track and understand Ladera’s website progress and success:

Number of visitors who reach our Make A Reservation page to distinguish serious customers checking resort availability

10 minutes or more to track if web traffic is spending longer amounts of time in researching and discovery the Ladera Resort

3 or more pages per visit to distinguish more seriously interested visitors who explore more of our site

Individually numerically assigned event goals for site video views, brochure downloads, email list subscriptions, contact form requests, availability requests

Destination -

Duration -

Pages/ -Screens

Events -

Geographic Specific Data

In addition to tracking specific goals for overall web success, Google Analytics will allow Ladera to provide the regional sales directors in North America, Europe and South America with region specific data by using filters to include specific data.

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To set up region filter:

Filter Type: Custom filter > Include

Filter Field: Country

Filter Pattern: Countries included in region

Landing Pages

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The Resort

Weddings

Wedding Campaign● We will track activity to-and-from Lader’s

Weddings landing page with this specific wedding campaign using a custom URL builder in Google Analytics

● The URL builder The URL builder helps us add parameters to URLs Ladera uses in custom web-based or email ad campaigns. A custom campaign is any ad campaign not using the AdWords auto-tagging feature. When Ladera users click one of the custom links, the unique parameters will be sent to the Analytics account, so you can identify the URLs that are most effective in attracting users to Ladera’s content.

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“Have Your Wedding In Paradise!”

Wedding Campaign

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“Have Your Wedding In Paradise!”

● We will advertise the Ladera Wedding campaign through: i. Paid Facebook adsii. Sponsored Pinterest wedding boards iii. Wedding Email campaigniv. Paid Adwords

● To do this, we will create 3 unique URLs for each, inputting:

i. Wedding landing page URLii. Campaign Source iii. Campaign Medium iv. Campaign Termv. Contentvi. Campaign Name

Creating and tracking this campaign will illustrate what is working and why, providing clear ROI information and

understanding on Ladera’s concerted wedding marketing efforts

Understanding The VisitorThrough this proposed measurement strategy we will use several metrics:

● New vs. Returning visitors ○ To understand the Ladera customer process

○ If new vs. returning visitors are more valuable

● Device type ○ To observe where are Ladera’s customers researching and accessing content

● Time on site ○ To see how much time Ladera’s site visitors take in researching and making a decision

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Summary of RecommendationsI have proposed a digital marketing measurement strategy for the Ladera Resort in St. Lucia website.

I have suggested the use of Google Analytics to achieve Ladera’s macro

goal of online resort reservations by specifying and tracking detailed micro

conversion goals based on specific numbers of: visitors, duration, pages,

and events.

Use filter views to group analytic data by region for sales directors

Use the URL builder in tracking a proposed wedding campaign to

distinguish the specifc ROI on wedding marketing efforts

Use key metrics: New vs. Returning visitors, device type, and time on site. 17