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Quick Guide to Measurable Marketing: Google Analytics

2015-07-10

You’re super excited – you’ve just launched a new site and it looks amazing! But how do you keep track of not only visitors to the site, but engagements, actions, and where they all come from? Are you running ad campaigns elsewhere, and if so, are you converting people that come to your site through these campaigns? These are all measures you need to remember to track on your website if you want to know how it’s performing. This guide will walk you through the must-haves for successful reporting and how to compile valuable information to show your boss. So let’s get started…

Setting Up Google Analytics

As soon as your site is live, you’ll want to integrate it with Google Analytics. The sooner you begin tracking your website, the better. Start by going to www.google.com/analytics and logging in (you must be using a Gmail account in order to access, ex. name@gmail.com or name@company.com - Gmail hosted).

Once you’ve logged in, Google will walk you through all the necessary steps for setting up your account. They will then provide you with a tracking code to copy/paste to your web developers who has to embed it across your entire site (they do this by adding it to the header or footer of your website). Don’t worry - if it’s going to take your developers a few days to get to it, you can still find the code by going to ‘Admin’ > ‘Tracking Info’ > ‘Tracking Code’. Once the code is setup, you’re ready to start diving deeper into analytics. Now the fun begins!

Tracking Web Leads Through Analytics

Next we need to make sure we’re tracking everything on your website that is of value. When visitors come to your site, what is the objective? Is it filling out a contact form? Registering for a tour? Calling the office? Here are some examples of lead drivers on your website you will want to track (for the purpose of this ‘quick start’, we will not be covering ecommerce websites):

  • Fill out a contact form
  • Register for a course
  • Phone call
  • Email
  • Request a Quote

Once you have determined these actions, we want to 1) set up an event affiliated to each action and 2) set up a goal affiliated to each event. As an example, we will track the following items for our website, www.example.com:

  • Contact Form Submissions
  • Tour Request Forms
  • Phone Calls (this will be covered in the ‘Call Tracking’ section)

The easiest way to create these events is to use a tool such asthis  **Note: CallTrackingMetrics creates the category, action, and label terms automatically when you integrate it with Analytics. You can always add the terms to your chart once you integrate.

And…

 

Once they place the tracking code, ask them to submit both forms as a test to see if events are being triggered. They may not register right away on Google Analytics, so give it a few hours.

Since you’ve just set up your website’s account, now when you login you should see your company. Click the first folder and then the second folder from the drop down. You should see ‘All Web Site Data’ – click this.

Now you’re ready to set up goals associated to your events! This is where the chart we created for the events comes in handy. At the top of Analytics, go to ‘Admin’. Under the ‘VIEW’, go to ‘Goals’ and select the red button ‘+NEW GOAL’:

 

     2.    Name your first goal description ‘Contact Form Submissions’. Goal slot ID can remain untouched

     4.   Fill out the fields ‘category’, ‘action’ and ‘label’ using the respective titles from your chart for the event ‘Contact Form Submissions’. Set all drop downs as ‘Equals to’.

 

     6.   Click ‘Create Goal’

Try this out: After a few days of events and goals being triggered, go to Analytics and in the left navigation choose ‘Audience’ > ‘Geo’ > ‘Location’. Depending on your company’s location targets, set Primary Dimension to either ‘Country’ or ‘City’. Then along the top of the chart where it says ‘Conversions’, choose a goal to view from the dropdown.

 

Quick Start Guide to Measurable Marketing: Call Tracking

Call tracking allows you to track phone leads, whether it be through your website, an ad in a local magazine, or a door-to-door mailer. It’s easy to set up and can help you gauge your site’s effectiveness and whether or not the money you’re spending on print is actually worth it.

We use a platform called CallTrackingMetrics. When you sign up, it will give you a tracking code to place on your website. Similar to the Google Analytics tracking code, it must be placed across your entire site.

Once you’ve entered your billing information, you can begin purchasing tracking numbers. If possible, purchase a number with the same area code as your real (receiving) number. You can purchase numbers to track various campaigns: Google Organic, Google Adwords, Print, etc. Once you’ve gone through the purchase process and have the tracking code in place on your site, call tracking alters the phone number on your site every time someone comes through an organic or paid search (if you’re running both). When someone lands on your website from one of these searches, they see the tracking number, call it, and it reroutes to your receiving number (real number).

For print ads, you’ll put the tracking number in the ad instead of your real number, and the same rerouting principle applies. You can also add negative filters to prevent direct searches (ie. your company’s name searched in Google) from altering the tracking number.

Here’s an example of the process through a web search:

1.    Purchase tracking numbers to replace the number on your site

  • Tracking #1 – (647) 244-3474 – Google Organic
  • Tracking #2 – (647) 355-4373 – Google Adwords
  • Receiving Number – (647) 547-1598

2.    CallTrackingMetrics generates a tracking code that your web developers need to place in the footer of your site. This is what will trigger the receiving number to change to a tracking number when someone comes through Google Organic or AdWords.

  • Someone searches the term ‘mississauga web design company’ in Google
  • They click on the first organic result ‘noBul Media’
  • When the website loads, a tracking number (647) 244-3474 replaces the receiving number (647) 547-1598 across the entire site (ie. anywhere on the site where the receiving number is, a tracking number would appear). Font, colour and styling all look the same
  • The visitor doesn’t know the number is any different
  • When they call the number (tracking number) it reroutes to the receiving number and noBul Media receives the phone call

CallTrackingMetrics is great at walking you through the setup process for all of the above. It’s also very easy to integrate with Google Analytics so that an event is triggered every time someone calls through any campaign you’re running. This is done under ‘Settings’ > ‘account settings’ > ‘Metrics Integration’ > ‘Google Analytics’. From here, choose your Analytics account from the drop down. Make sure the boxes are checked off for ‘Record calls as GA events’ and ‘Send GA events even when GA visitor data is not available’. Click ‘Save Changes’. Unlike when you set up events for contact forms, etc., where you create your own categories, actions and labels, Call Tracking Metrics does this for you when you enable all of the above.

The calls will now start triggering events in Google Analytics and will be labeled to tell you where it came from: Google Organic, Google Adwords or Print. Next you have to set up a goal for the calls. This can be done as one goal by setting the Category to ‘Calls’ and leaving ‘Action’ and ‘Label’ blank. If you want to set up individual goals for each action (Google Organic, Google Adwords, Print, etc.) you can do so by filling in the ‘Action’ category for each event (see section on setting up goals for events).

Once calls are set up as a goal, you can pull information that looks something like this:

This particular Analytics account has all calls set as one goal. If they were set as separate goals, you could view calls only from AdWords or only from organic, for example. From this information, we see that Barrie has the highest conversion rate and Oshawa the lowest. We can then adjust and alter various campaigns we have running if we want to push the Barrie market more, or ease off and put more emphasis into Oshawa market.

These are the basics to get you started tracking web leads from your site. From here you can keep an eye on these various goals and see where you’re doing well and where you need improvement. Sometimes little things such as changing the position and colour of your contact button can make a dramatic difference. Now it’s time to start testing these elements out and optimizing your site for the best possible results!

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