Mastering ROI with Google Analytics
David Vogelpohl
@davidvmc#asmeetup
Web Development &Online Marketing
Mobile Apps &Mobile Web
Nerd Alert!
Useful information ahead and a cheat sheet at the end
Universal formula
Value – Cost = ROI
E=MC2
Value = Sales
The traditional view of value
Value
What else drives value?
SalesSocial
Phone Calls
Website Chat
Contact Forms
Lead Forms Email Subscriptions
Clicking on Ads
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
Define your goals and weights
Goal ValueSale $150Social $2Phone Calls $20Website Chat $10Lead Forms $50Clicking on Ads $.50Contact Forms $5List Subscriptions $10
URL DestinationExamples: Contact Forms, Signup Processes, Lead Forms, Phone Calls, List Subscriptions. Must be a web page!
How to set it up:
1. Log into Google Analytics2. Click Admin3. Click “Goals” sub-tab4. Click “+ Goal”5. Select “URL Destination”6. Define your “Goal Value”
marketingclique.com/url-destinations
onclick / onsubmit Events
marketingclique.com/gan-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 Analytics3. Click Admin4. Click “Goals” sub-tab5. 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”?Click Standard Reporting, Content, Events, Top Events to see a list of events which are tracking.
Tracking ResourcesExamples: 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 URL4. Use the URL to link your
creative to your website.
Custom Reports
marketingclique.com/gan-report
Evaluating Reports
(Goal Value – Cost) / Cost = eROI%
Resource Goal Value Cost eROI%
Google $25,000 $10,000 150%
Display Ads $6,500 $5,000 130%
Landing A $12,500
Landing B $11,500
What’s next?
Evaluate engagement to sales data
Make sure to track actual ROI!
Adjust your goal values
Consider custom event values based on sources of traffic
Sign up for Snap Engage
Sign up for ifbyphone
<$>event</$>
David Vogelpohl
@davidvmc
Web Development &Online Marketing
Mobile Apps &Mobile Web
“Optimizing WordPress for Speed and Conversions”David Vogelpohl, Chris Pearson, Nick ReeseAugust 12-14 New York, NY