Articles written in January, 2012

January 25 2012

Goals and Goal Values in Google Analytics

by

We are going to explain what Goals & Goal Values are in Google Analytics, why they are important and how to gauge the value that you can assign to them. These Goals are for non-e-commerce actions, such as Time on Site. If tracking e-commerce transactions are needed, there are tools available in Google Analytics for those actions as well.

Goals are a way to measure actions performed on a website. These actions can be, but are not limited to how many pages per visit visitors are going to, whether they are downloading PDF documents or filling out forms.

Setting up Goals can be found in two places in Google Analytics.

*Please Note, all screen images are from newest version of Google Analytics

The first is in the Google Analytics menu under CONVERSIONS>GOALS

The second place is clicking on the gear icon in the menu.

If your goals are not set up, you will see this screen:

Each Goal set (there are 4) allows 5 Goals to be set for a total of 20 Goals. The first step is to set the name for your Goal, its best to give the Goal a straight forward name i.e. Newsletter Sign-Ups. After you set the Goal Name, the next step is to choose the goal type.

There are four goal types to choose from.

1. URL Destination, which can be a Thank You page for a form, a newsletter sign-up or a white paper request.

  • When setting up a URL Destination, you are able to gather more data by adding a Goal Funnel. A funnel is the path of pages leading up to the goal you set up. i.e. Contact Form>Thank You Page

2. Time on Site can be set for a greater than or less than value. There is availability for hours, minutes and even seconds to be set for this action.

3. Page/Visit can also be set for a greater than or less than value with the number of pages as the variable.

4. The Event Goal allows the most sets of variables to track. The event Goal would be used to track interaction with AJAX or dynamic sites, PDF downloads or interaction with Flash on your site.

While setting up new Goals, one of the optional fields is Goal Value.

Setting a Goal Value is not the same as making a sale from a product. It is the value you feel that particular measureable action on your site is worth.

Not setting the value correctly can give you an inflated or decreased Goal Value.

If you look at the image above and view the Goal Completions and the Goal Value, you will see that all the Goals were set at a $100 price point. Is every Goal you set worth $100?

A proficient technique to ascertain the value of a Goal would be to set the value by a percentage of what you feel the ROI of your goal should be. If a user downloads a White Paper and the average transaction for users downloading White Papers is $250 then you could set the value at 10%, then the Goal Completion will be valued at $25. On the other hand if a user fills out your contact form and the average transaction is only $20, you can set the Goal Value to 1% or $2 per Goal Completion.

Another method to calculate Goal Value is to use the total revenue generated by the measureable action divided by the number of goal completions. Not all of your Goals will be worth the same to you monetarily or business-wise.

Is someone downloading a White Paper more or less valuable than someone filling out your contact form? Is a user that stays on your site for longer than 5 minutes more valuable than the user that clicked through 10 pages of your site?

Once you take the time to set your Goals and Goal Values, you will be able to start tracking your Goal Conversion Rate.

Revisiting your Goals and Goal Values every quarter is a valid method to distinguish if the Goals you have set are still providing valuable insights and are converting at the rate you set.

Posted in: Google Analytics

January 18 2012

How to Track Social Media Interaction

by

We asked in a previous blog Are Your Website Visitors Socially Engaged? If the answer is yes, then you need to make sure you are correctly setting up your site to track these valuable metrics in Google Analytics. If the answer is no, then you should still know how to set up your site to track social media interaction for when you establish your social media campaigns.

Google Analytics has created three new reports to track social media interaction. The Social Engagement report tracks behavior changes for social media actions i.e. Facebook Like or Google +1. The Social Actions report tracks the number of social media sharing actions from your site. The Social Pages report tracks which pages are being creating the most social media traffic.

Before you implement any of the coding necessary to track social media interaction, you will need to start by adding this code snippet before the </head> tag.

<!– Google Analytics Social Button Tracking –>
<script type=”text/javascript” src=”http://www.yoursite.com/_js/ga_social_tracking.js”></script>

Google +1 social engagement interactions are tracked by default in Google Analytics, but to track other valuable metrics such as Facebook, Twitter or LinkedIn you will have to use the _trackSocial method.

Here is a description of the _trackSocial method:

_gaq.push([‘_trackSocial’, network, socialAction, opt_target, opt_pagePath]);

Where the parameters represent:

network
Required. A string representing the social network being tracked (e.g. Facebook, Twitter, LinkedIn)

socialAction
Required. A string representing the social action being tracked (e.g. Like, Share, Tweet)

opt_target
Optional. A string representing the URL (or resource) which receives the action. For example, if a user clicks the Like button on a page, the the opt_target might be set to the title of the page, or an ID used to identify the page in a content management system. In many cases, the page you Like is the same page you are on. So if this parameter is undefined, or omitted, the tracking code defaults to using document.location.href.

opt_pagePath
Optional. A string representing the page by path (including parameters) from which the action occurred. For example, if you click a Like button on http://code.google.com/apis/analytics/docs/index.html, then opt_pagePath should be set to /apis/analytics/docs/index.html. Almost always, the path of the page is the source of the social action. So if this parameter is undefined or omitted, the tracking code defaults to using location.pathname plus location.search. You generally only need to set this if you are tracking virtual pageviews by modifying the optional page path parameter with the Google Analytics _trackPageview method.

Once you have the _trackSocial set up, there are methods used to track Facebook Likes, Facebook Unlikes and Shares.

Facebook LIKES

FB.Event.subscribe(‘edge.create’, function(targetUrl) {
_gaq.push([‘_trackSocial’, ‘facebook’, ‘like’, targetUrl]);
});

Facebook UNLIKES

FB.Event.subscribe(‘edge.remove’, function(targetUrl) {
_gaq.push([‘_trackSocial’, ‘facebook’, ‘unlike’, targetUrl]);
});

Facebook SHARES

FB.Event.subscribe(‘message.send’, function(targetUrl) {
_gaq.push([‘_trackSocial’, ‘facebook’, ‘send’, targetUrl]);
});

View a demo of this in action:
http://analytics-api-samples.googlecode.com/svn/trunk/src/tracking/javascript/v5/social/facebook_js_async.html

Facebook also has buttons available from the Facebook Developers page found here: http://developers.facebook.com/docs/plugins/

If you use the buttons from Facebook, you will have to add this code to get tracking numbers from Google Analytics:

<script type=”text/javascript”>_ga.trackFacebook();</script>

This is Twitter’s _trackSocial set up.

To add a Twitter button:

<script src=”http://platform.twitter.com/widgets.js” type=”text/javascript”></script>
<a href=”http://code.google.com/apis/analytics
data-url=”http://code.google.com/apis/analytics
>Tweet</a>

Another option is to use buttons provided by Twitter. Those are accessible at:
http://twitter.com/about/resources/buttons#tweet

To track the Tweet Button you will have to add this code to the Tweet event.

twttr.events.bind(‘tweet’, function(event) {
if (event) {
var targetUrl;
if (event.target && event.target.nodeName == ‘IFRAME’) {
targetUrl = extractParamFromUri(event.target.src, ‘url’);
}
_gaq.push([‘_trackSocial’, ‘twitter’, ‘tweet’, targetUrl]);
}
});

To track LinkedIn, you first need to get the code for the LinkedIn Share button from the LinkedIn Site:

https://developer.linkedin.com/plugins/share-button

Then add this code to your site:

<script src=”http://platform.linkedin.com/in.js” type=”text/javascript”></script>
<script type=”IN/Share” data-counter=”right”></script>

You can set the data-counter to left or right. If you do not want to have a LinkedIn number, you can leave that portion out of the code.

With social media continuing to grow, being used every minute of the day and driving traffic to you site, it is an invaluable metric that should be tracked and reviewed.

Posted in: Google Analytics

January 17 2012

Multi-Channel Funnels: Assisted Google Analytics Conversions

by

Google introduced Multi-Channel Funnels to all Google Analytics users on Wednesday, August 24, 2011 in a blog post entitled Introducing Multi-Channel Funnels: discover untapped opportunities in your conversion path. This blog post explained the five new reports: Overview, Assisted Conversions, Top Conversion Paths, Time Lag, and Path Length to eager marketers looking to track conversion paths with Google Analytics.

If you have not already taken a look at the Assisted Conversions Multi-Channel Funnels Report, we highly suggest it. The following company can see that 45 percent of their Direct traffic was first assisted by another channel. You can access this report by the following path: Standard Reporting>Conversions>Multi-Channel Funnels>Assisted Conversions.

Let’s say that the marketing manager, upon seeing this report, wants to see a breakdown of what channels are assisting Direct conversions. By navigating to the Top Conversion Paths report (Standard Reporting>Conversions>Multi-Channel Funnels>Top Conversion Paths), they can see this data, an example screen shot is included below and has been sorted to collect only paths that involve Direct traffic.

This report shows that the Basic Channel Grouping Path delivering the most conversions during this date range is Organic Search followed by a Direct Visit. The marketing manager can now show that Search Engine Optimization helps to bring people to the website who then visit the website again to convert.

Are you interested in learning more about the Multi-Channel Funnels reports? Visit our Google Analytics Consulting page to sign up for a free analytics consultation and continue reading the MoreVisibility Analytics Blog.

© 2017 MoreVisibility. All rights reserved