The best way to understand online marketing is to have a correct set up in place to track conversions on all campaigns associated with your goals. Content is king, but if you are not capturing your audience’s attention and reviewing their behaviors you will miss what’s needed for optimization and improvement. Collecting the right data with Google Analytics, Google URL Builder, and setting up and reviewing conversion goals will help you get an idea of what is doing well and what is performing poorly on your website. Here are some steps to take to help you analyze and track your results.
Goals in Google Analytics
Setting up Google Analytics for your website is only the beginning. If you want to see what actions visitors are taking on your website, you must set up Google Analytic properly with funnels and goals on your site to track the correct information. This will answer questions like:
- How many visitors converted (meaning, how many visitors completed a certain action such as making a purchase or signing up for my newsletter)?
- Which pages or forms did they convert from?
- What URL were they referred from?
- What campaign brought them to the conversion page?
These stats will help you better understand what content your audience is most interested in as well as their behavior and what content led them to take action. When you have Google Analytics correctly set up it allows you to understand your audience and answer questions like these:
- Are your marketing campaigns meeting the goals for your website?
- Which content is converting?
- Which page is my visitor (exiting or entering) from?
The answers will explain the value each social media channel is playing in the process.
There are four Goals types in Google Analytic to measure different kinks of actions. Use the type that best describes the action you want to measure.
- Destination is when a user reaches a specific destination after completing an action on your website. An example would be a Thank you page or a sale confirmation page.
- Duration is when a visitor spends a certain amount of time on your website. A 3 minute session or longer could be a goal.
- Pages/Screen per session is when a user interacts with multiple pages for example 3 or more. This goal could be setup for anyone that interacts with 3 pages or loads additional screens.
- Event is when a certain action was defined and completed. A video play, ad click or PDF download could be considered as an event.
To receive the correct data for your business you must select a Goal type during the set up process. Choose the goal types that work best for your business and measure what’s converting. (https://support.google.com/analytics/answer/1032415)
Google URL Builder
Once you have set up your goals in Google Analytic it’s time to track your content. You probably share links from your website to multiple social media channels to maximize your reach but what is the point if you aren’t tracking results? When you customize your links this provide a better analytic perspective to understand which channel is the main one bringing most of the traffic. Use the Google URL builder to track data and discover what content is converting.
The link below is not set up to track conversions or which channel is driving traffic. It’s a simple URL address that comes directly from the page you want to share:
http://ijenti.com/what-everyone-should-know-about-google-plus/sinesses and marketers post campaigns links like this
While this brings visitors to your website, it will not record any more than a visit or impression on Google Analytics. You have no way of knowing which content led visitors to this page or what actions they performed.
By using the Google URL Builder, you can set up links for each marketing channel to help you track how your content is performing. When the tool is used properly you may find the link to appear much longer and display more characters and categories that will help when it’s time to track. There are three types of fields you must define and include to make the link work:
- Campaign source: this will track where traffic is coming from (For example, if you are using a link in an email campaign, your campaign source may be something as simple as Email).
- Campaign Medium: what type of channels are you posting to (If using the email example from above, you could use “Newsletter” as an example).
- Campaign Name: the name of your campaigns (For example, you could use “WelcomeEmail” if tracking links from the message visitors receive when they sign up for your email list).
Once you have completed the fields press submit to get the customize URL. Use this URL for the applicable campaign and links you wish to track. Remember to create URLs for each campaign you are tracking. You should have separate emails for email campaigns, social campaigns, etc in order to best track your content’s performance.
Here is an example of how the link will generate:
Micro and Macro Conversions
Once you have enabled “Goals” in Google Analytic and build your links with Google URL builder it’s time to measure the results of your website. As I mentioned above, Google URL builder helps track your links to show which channels are performing the best. In Google Analytics there are two conversions to look at: Macro and Micro. Justin Cutroni, an Analytic Advocate, explains in this video what macro and micro conversions are used for goals in Google Analytics. Take a look here:
A macro conversion is a completed goal. There are several macro goals that could be identified based on your website and business objective. An example of a macro conversion on an e-commerce website is a sale. In other website industries like a service business it could be an email sign up, contact form or PDF download. Anytime a visitor exchanges their email address or goods for content or a product it’s reported as a macro conversion.
Micro conversions are actions that visitors have taken while browsing the website that will eventually lead up to a macro conversion. Micro conversion data displays where your customer was during the visit. This provides exclusive information to help your business build better relationships with a customer or potential customer.
Even though Google Analytics may be complicated to learn, these two conversions will guide you to a strategic marketing plan and guide you to review visitor trends. Macro and Micro will help you understand how many have converted on the website and how many needs a little more nurturing to get them over the hump. Use the data to help make future decisions on new campaigns to drive your audience to your website.
Finally, when you apply all of these steps above it will help you track and analyze the right information that is needed to make changes. Once the data is recorded in Google Analytics you no longer have to wonder or guess what content is performing or what social media activity is supporting your business goals. Setting up micro and macro will help you focus on useful information. Any organization could use analytical insight to help increase website awareness, engagement and revenue.
What type of data are you looking to track for you next campaign? Comment and share your answer on Google Plus